The Influence of Strategies Used to Communicate Sustainable Corporate Responsibility

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11-27-2011 The nflueI nce of Strategies Used to Communicate Sustainable Corporate Responsibility on Reputation of a Major Airport Benno D. Hoffmann Walden University

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Walden University

COLLEGE OF MANAGEMENT AND TECHNOLOGY

This is to certify that the doctoral dissertation by

Benno Hoffmann

has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made.

Review Committee Dr. Godwin Igein, Committee Chairperson, Applied Management and Decision Sciences Faculty

Dr. Mary Dereshiwsky, Committee Member, Applied Management and Decision Sciences Faculty

Dr. Robert Parent, University Reviewer Applied Management and Decision Sciences Faculty

Chief Academic Officer

David Clinefelter, Ph.D.

Walden University 2011

Abstract

The Influence of Strategies Used to Communicate Sustainable Corporate Responsibility

on Reputation of a Major Airport

Benno Hoffmann

Second (Major) State Juridical Examination

Hanseatic Higher Regional Court (Hanseatisches Oberlandesgericht)

Hamburg, Germany 1973

First State Juridical Examination

Hanseatic Higher Regional Court (Hanseatisches Oberlandesgericht)

Hamburg, Germany 1968

Dissertation Submitted in Partial Fulfillment

of the Requirements for the Degree of

Doctor of Philosophy

Applied Management and Decision Sciences

Walden University

November 2011

Abstract

Self-presentation of a corporation as a citizen committed to sustainable corporate responsibility can, according to scholarly findings, help the organization improve its reputation among key stakeholders. The purpose of this case study was to explore the success of one major airport in aligning communication strategies to improve its reputation. The research question involved how effectively a major German airport communicated its commitment to sustainable corporate responsibility to its key stakeholders during 2005-2009. Of particular interest was how key stakeholders perceived the airport’s stance towards the impacts of aircraft noise. Corporate documents, newspaper articles, and semistructured interviews comprised the data. Data analyses of documents and interviews included coding segments of texts on key words related to sustainable corporate responsibility. Pattern matching helped aggregate coded text segments into respective coherent and consistent corporate messages. Randomly selected newspaper articles on the airport under scrutiny were coded on a Likert-type scale on how favorably they covered what types of themes. Subsequent qualitative analyses of hand notes fabricated during the coding process revealed how positively journalists wrote about specific events. Results indicated that the airport officials effectively communicated to the airport’s key stakeholders regarding economic contributions to public welfare, engagements in neighborhood projects, environmental protection, and noise abatement. Implications for positive social change include the potential for dialogues between the airport and its critical stakeholders that could, in turn, further the long-term friendly coexistence of the airport, its neighbors, and the community.

The Influence of Strategies Used to Communicate Sustainable Corporate Responsibility

on Reputation of a Major Airport

Benno Hoffmann

Second (Major) State Juridical Examination

Hanseatic Higher Regional Court (Hanseatisches Oberlandesgericht)

Hamburg, Germany 1973

First State Juridical Examination

Hanseatic Higher Regional Court (Hanseatisches Oberlandesgericht)

Hamburg, Germany 1968

Dissertation Submitted in Partial Fulfillment

of the Requirements for the Degree of

Doctor of Philosophy

Applied Management and Decision Sciences

Walden University

November 2011

UMI Number: 3479156

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In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion.

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Dedication

I dedicate this product of years of persistent research work to Lilo, Kurt, Maja,

Angelika, Uwe, Günter, and Dagmar. Lilo and Kurt, my parents, encouraged me, even in hard times, to accomplish my academic education. Thanks to their motivational efforts, I became a lawyer. They had passed away, before I started my doctoral journey at Walden

University, both after a fulfilled life. My sister Maja and my brothers Uwe und Günter left us much too early. I would have liked to celebrate the achievement of my doctoral graduation together with them.

Acknowledgments

I am thankful to many friends, colleague, and fellow students who encouraged me to accomplish my doctoral journey. Furthermore, I thank Walden University’s faculty and staff, particularly, the members of my dissertational committee, Dr. Mary

Dereshiwsky and Dr. Godwin Igein, as well as Dr. Robert Parent who showed much patience with me. Into these thanks, I include Dr. Kevin Schwandt, the Walden editor who helped me give the text a last polish. Furthermore, I am grateful to my former boss,

Werner Hauschild, CEO of Hamburg Airport from 1994 through 2005, who supported my lifelong learning experiment at Walden University. Moreover, I thank Michael

Eggenschwiler, my last boss at Hamburg Airport, for the support of this study. In addition, I thank Professor Guenther Ortmann for his friendliness of reviewing my study for potential bias. Finally, I thank all Hamburg Airport executives and seven external individuals who gave me the opportunity and honor to conduct interviews with them. I would not have experienced the fruitful dissertational endeavor if not for Phil Roberts who introduced me to the exciting academic world of the United States.

Table of Contents

List of Tables...... vi

List of Figures...... vii

Chapter 1: Introduction to the Study...... 1

Introduction ...... 1

Statement of the Problem ...... 4

Background of the Problem...... 6

Purpose of the Study...... 8

Theoretical and Conceptual Support for the Study...... 9

Research Questions...... 12

Research Design...... 13

Definitions of Terms...... 14

Assumptions...... 18

Scope, Delimitations, and Limitations ...... 19

Significance and Social Impact of the Study ...... 21

Summary and Transition ...... 22

Chapter 2: Literature Review ...... 24

Overview ...... 24

Major Airports’ Roles and Functions ...... 24

Legislation and Jurisdiction in Germany and the United States ...... 25

Reinforcement of the Precautionary Principle ...... 26

How Major Airports Communicate Awareness to Sustainability...... 27

Real World Specificities of the Social Setting...... 28

Typology of Stakeholders at Major Airports...... 28

Stakeholder Interests ...... 29

Mass Media Influence ...... 30

Cognitive and Affective Determinants...... 32

Corporate Reputation as a Product of Perception...... 32

Tension between Legality and Legitimacy ...... 34

Ethical and Moral Principles...... 38

Mental Constructs...... 43

Corporate Citizenship...... 43

Determinants of Effective Corporate Communication...... 46

Commitment to Discursive Rationality...... 49

The Logic Model...... 53

Complexity and Recursion ...... 55

Methodological and Methodical Specificities...... 56

Summary and Transition ...... 58

Chapter 3: Research Method ...... 60

Introduction ...... 60

Worldview Aspects...... 60

Choice of a Prevalently Qualitative Research Strategy...... 63

Tradition of Choice: Case Study...... 64

Methodological and Methodical Specificities...... 65

Mixed Methods Approach and Triangulation...... 65

From Research Questions to Methods and Instruments...... 66

The Researcher’s Role...... 67

The Hermeneutical Concept...... 67

The Researcher’s Personal Skills...... 68

Procedures for Data Collection, Recording, Coding, and Sampling ...... 69

Basic Procedural Specificities...... 69

Special Recording Techniques...... 71

Coding Technique for the Newspaper Content Analysis...... 71

Coding Techniques for Content Analyses of Documents and Interviews ...... 73

No Application of Software for Qualitative Data Analyses ...... 74

Sampling of Newspaper Articles...... 74

Selection of Corporate Texts...... 77

Selection of Interviewees ...... 77

Strategies for Securing Scientific Persuasiveness...... 80

Potential Ethical Issues...... 82

Chapter 4: Results ...... 84

Overview ...... 84

Procedural Specificities...... 84

Content Analyses of Hamburg Airport’s Corporate Principles ...... 88

Content Analysis of Annual Reports 2005-2009...... 89

Content Analysis of Hamburg Airport’s Corporate Magazines...... 92

iii

Introductory Remarks...... 92

References to Sustainability in ham.airport magazine ...... 92

References to Sustainability in follow me ...... 93

References to Sustainability in Hamburg Flughafen ...... 95

Content Analysis of Hamburg Airport’s Website...... 96

Constancy, Consistency, and Coherency of Corporate Communication ...... 98

Content Analysis of Semistructured Interviews...... 101

Introductory Remarks...... 101

Hamburg Airport-associated Perceptions and Expectations...... 101

Discussion of Commonalities, Differences, and Contrasts...... 106

Other Recognitions from Semistructured Interviews...... 107

Newspaper Content Analysis ...... 109

Introductory Remarks...... 109

Correlations and Frequencies...... 111

Discussion of Statistical Results...... 116

In Depth Analysis Based on Hand Notes...... 117

Scientific Persuasiveness and Causality...... 120

Summary: Synthesis and Transition ...... 126

Chapter 5: Discussion, Conclusions, and Recommendations ...... 129

Overview ...... 129

Interpretation of Empirical Findings...... 130

Empirical Findings in the Light of Scholarly Theories...... 133

Recommendations for Practical Application...... 142

Recommendations for Future Research...... 146

Self-reflected Appropriation of the Learned ...... 148

Implications for Social Change...... 150

Concluding Remarks...... 153

References...... 156

Appendix A: Hamburg Airport’s Corporate Principles...... 193

Appendix B: List of Types of Actions Symbolized in the Logic Model...... 197

Appendix C: Codebook for Newspaper Content Analysis...... 198

Appendix D: Codebook for Corporate Texts and Interviews...... 203

Appendix E: Interview Questions...... 207

Appendix F: Form of Consent...... 208

Appendix G: Matrixes of Coded Texts...... 210

Appendix H: Matrixes of Coded Interviews ...... 246

Appendix J: Collected Data for Statistical Analyses ...... 272

Appendix K: Descriptive Statistics of the Epoch 2005-2009...... 282

Appendix L: Cross-Tabulations of Variables...... 286

Appendix M: Samples of Hand Notes ...... 290

Appendix N: Copyright Permission by Mr. M. Penner...... 292

Appendix O: Copyright Permission by Photographed CEO...... 293

Curriculum Vitae...... 294

List of Tables

Table 1. Patterns of communication: Economic sustainability ...... 98

Table 2. Patterns of communication: Environmental sustainability ...... 99

Table 3. Patterns of communication: Social sustainability...... 100

Table 4. Synopsis of patterns of perceptions and expectations ...... 105

Table 5. Pilot test’s mean and standard deviation...... 110

Table 6. Iterative computation of mean and standard deviation ...... 111

Table 7. Pearson correlation of means of favorability and prominence ...... 113

List of Figures

Figure 1. Waddock’s (2009) concept of corporate citizenship ...... 46

Figure 2. Habermas’s (1984; 1989) concept of rational discourses...... 53

Figure 3. Logic Model of core relationships between airports and stakeholders...... 54

Figure 4. Curves of the means of favorability and prominence...... 113

Figure 5. Elements of the dialectical reconciliatory process...... 142

vii 1 Chapter 1: Introduction to the Study

Introduction

According to Gesell and Sobotta (2007), many major airports face the problem of reputational deterioration. In this context, the authors identified aircraft noise as a crucial factor (p. 324). They recommended that major airports intensify their communication with their constituencies. Wells and Young (2004) observed that, for decades, aviation representatives did not address the social dimension of the issue sufficiently (p. 47).

According to my experience, noise-affected neighbors perceived Hamburg

Airport, the site of research for this study, as a facility that diminished their quality of life. Many airport neighbors and environmentalists saw a thematic connection between aircraft noise and air pollution. Furthermore, they claimed that vicinity to the airport diminished real estate values.

Moreover, major airports need to consider that scientists have thoroughly explored how noise affects human beings. Evans, Bullinger, and Hygge (1998) evidenced that an increase in aircraft noise positively correlated with blood pressure and production of specific stress hormones. Other scientists corroborated these correlations (Babisch,

2002; Goines & Hagler, 2007; Haines, Stansfeld, Job, Berglund, & Head, 2001;

Haralabidis et al., 2008).

The development of air traffic noise shows a bifurcated pattern. On the one hand, new generations of aircraft engines have reduced the number of residents who are suffering intolerably high levels of single noise events (Wells & Young, 2004, p. 355).

On the other hand, the frequency of noise events has increased considerably. Most likely,

2 this tendency will extend into the future. For the next 20 years, the aircraft manufacturers

Boeing and Airbus predicted a 5.0% average annual global growth of passenger volume

(Boeing, 2007; Airbus, 2008).

Finally, emissions of carbon dioxide, carbon monoxide, nitric and sulfur dioxide, ozone, and uncombusted hydrocarbons have increased (Dempsey, 2000). According to

Pompl (2007), air traffic is currently responsible for 2-3% of the emission of these substances. An international study showed that emissions of carbon oxides caused by road transportation exceeded same types of air traffic induced pollution (ECEIR, 2009).

This, however, does not exempt airports from publicly articulated criticism.

According to Gesell and Sobotta (2007), newspaper coverage plays a crucial role when it comes to the reputation of major airports (p. 731). The following purposefully selected paraphrased excerpts from newspaper articles illustrate this. They show how protests disrupted operations at major airports in different parts of the world.

In September 2007, the online edition of the Telegraph, a Thai newspaper, reported that about 20 individuals had launched great numbers of small balloons. Thus, they protested against health risks associated with the operation of the new Bangkok

Airport (Fitzpatrick, September 04, 2007).

In December 2008, the online edition of The London Times published an article on the illegal intrusion of some 50 environmentalists to the runway area of London

Stansted Airport. The environmentalists protested against both noise and air pollution

(Booth, December 08, 2008).

3 In February 2009, the online edition of the Atlanta Journal-Constitution reported on protests of some 100 residents. They protested against a planned runway expansion

(Hollis, February 19, 2009).

These excerpts are not necessarily representative. Nevertheless, they should suffice for underpinning that the establishment and cultivation of positive relationships with the media are crucial for major airports (Gesell & Sobotta, 2007, p. 731; Wells &

Young, 2004). Furthermore, these examples suggest that protests at major airports have become a global phenomenon. Moreover, because of their easy public accessibility, major airports are very susceptible to militant protests.

Evenually, the sheer number of 260 legal actions against Frankfurt Airport’s expansion program (Unser-Forum, June 27, 2011) speaks for the seriousness of the problem. Important in this context, citizens appreciate involvement in decisions that affect communities (Glaser, Yeager, & Parker, 2006). It seems as if, in many cases, politicians, authorities, and corporations do not consider this social truth appropriately.

On the other hand, economic growth in metropolitan regions depends on the existence of well functioning major airports (Gesell & Sobotta, 2007; Wells & Young,

2004). For this reason, Gesell and Sobotta (2007) characterized airports as “indispensable community assets” (p. 1). Moreover, global economic value creation, induced or catalyzed by air traffic, is currently estimated at USD $3.5 trillion. This equals 8% of the

Gross Global Domestic Product (Pompl, 2007).

Consequently, major airports usually indicate that they enable urgently needed mobility. State licenses authorize or even oblige them to expand their facilities. On the

4 opposite side, neighbors who desire undisturbed domestic tranquility also rely on a constitutionally protected position. This divergence of interests urges major airports to strive for reconciliation.

Statement of the Problem

Often, noise-affected neighbors, environmentalists, and the media focus only on the negative effects implied by the operation of major airports. From this constellation, the following research problem emerges: An apparently irreconcilable discrepancy exists between major airports’ undisputed positive economic contributions and many people’s prevailing perception of airports as facilities that emit noxious substances and submit nearby residents to intolerable noise.

The formulation of the research problem implies that this study centers on corporate reputation. It looks upon this issue from different theoretical and empirical angles. Hereby, the study starts from the assumption that the concept of reputation is rather complex (e.g., Wartick, 2002). Based on Wartick’s concept, I explored the effectiveness of Hamburg Airport’s demonstration of social responsibility, its emotional appeal, and its vision of sustainability.

One of the core presuppositions of this study was that stakeholders’ perceptions and expectations play crucial roles concerning corporate reputation (e.g., Riel &

Fombrun, 2008, Wartick, 2002; Whetten & Mackey, 2002). Another one was that the width of the gap between stakeholders’ expectations and their corresponding perceptions determines the seriousness of the reputational, what implies, communicative challenge.

5 Moreover, this study includes a discussion of the impacts that newspaper coverage can have upon major airport’s reputation (e.g., Severin & Tankard, 2001). Other analyzed factors were (a) effectiveness of corporate communication (e.g., Riel &

Fombrun, 2007), (b) the legality–legitimacy divide (e.g., Luhmann, 2008; Rehbinder,

2007), and (c) the relevance of acknowledged societal values (e.g., Whetten & Mackey,

2002).

In addition, it is presupposed that self-presentation as a corporate citizen committed to sustainability corporate responsibility and can contribute to improving corporate reputation. I explored how this worked in practice at Hamburg Airport, a major

German airport. In particular, I elaborated on the dichotomies (a) mobility versus tranquility, (b) economy versus ecology, and (c) legality versus legitimacy.

Quintessentially, I explored whether Hamburg Airport pursued a communication strategy that addressed these dichotomies. The study applied a combination of quantitative and qualitative methods. The conduction of a quantitative newspaper content analysis belonged to it as well as content analyses of corporate documents and semistructured interviews. In the newspaper content analysis, airport reputation served as the overarching dependent variable. Favorability of newspaper articles served as the core independent variable.

Berry, Gillhespy, and Rogers (2008) analyzed to what extent major airports globally practiced management focused on social responsibility and sustainability.

However, neither this nor any other publicly accessible study explored the effectiveness of communication at major airports. This study contributes to closing this research gap.

6 Background of the Problem

The distance from Hamburg Airport to the center of the city is 5.6 miles. The airport serves a metropolitan region to which Hamburg and parts of the federal states

Schleswig-Holstein and Lower Saxony belong. For approximately 4.8 million people,

Hamburg Airport is an optional point of departure. In 2010, Hamburg Airport facilitated almost 13 million total passengers (HAM-traffic statistics, 2011). Its revenues amounted to €249 million; its profit was €42 million (HAM-business statistics, 2011).

According to a linear extrapolation of the data that Aring, Holst, Altena, and

Schnur (1995) provided, Hamburg Airport currently contributes USD $1.4 billion to the annual economic value creation in the metropolitan area. The shareholders of Hamburg

Airport LLC are the Free and Hanseatic City of Hamburg (Hamburg), holding 51% of the shares; Hochtief Airports LLC and Hochtief AirPort Capital LLC & Co KG together are holding 49%.

The housing density in the noise impact zones of Hamburg Airport is high. Most likely, this was one of the reasons why some 30 citizens sued Hamburg Airport in the last

2 decades for noise-associated reasons. Their key argument was: The airport’s operating license has expired due to the considerable increase in aircraft movements. Courts did not follow this argumentation. Common sense, however, suggests that this did not reconcile the plaintiffs.

In 2010, noise-affected citizens submitted 1,385 complaints to the Environmental

Protection Agency (Aircraft Noise Complaints, 2011). Compared to previous periods,

7 complaints had declined. Most likely, a comparably high number of complaints are inevitable due to the housing density around the airport.

In this context relevant, Whitelegg and Cambridge (2004) identified more than

120,000 people in Hamburg affected by aircraft noise that exceeded 55 LDN dB. This threshold coincides with the noise level that the U.S. Environmental Protection Agency recommended as the highest noise exposure tolerable in residential areas (EPA 550/9-74-

004, March, 1974).

In 1999, the Umweltbehoerde (Environmental Protection Agency) imposed a limit of noise emission on Hamburg Airport, termed Laermkontingent (noise quota).

According to this noise quota, air traffic noise must not exceed the Equivalent Permanent

Noise Impact [EPNI] values calculated for the 6 busiest months of 1997.

According to Hamburg Airport’s Noise Report 2009, the noise exposure data of

Hamburg Airport showed that the noise levels were considerably lower than tolerated by the noise quota (HAM Noise Report 2009). This is a positive development; however, the considerable increase in starts and landings–during 2004-2008 alone, from 151,000 to

172,000–urges Hamburg Airport to remain attentive in this respect.

Furthermore, the urgency to be alert to the noise issue has increased. Homepages of NGOs could increase the readiness of citizens for organizing protests. In this context relevant, The Health Education Library for People (HELP) published on its website the following statement: “An increase in nighttime airplane noise of 10 decibels … enhances the risk of high blood pressure by 14 percent” (HELP, 2008).

8 Another circumstance suggests keeping alertness high at Hamburg Airport. Five daily newspapers routinely report on airport-related events. Among them are the

Bildzeitung and the Hamburger Morgenpost, both tabloid press dailies. According to my assessment, the political bias of the Bildzeitung is conservative, whereas that of the

Hamburger Morgenpost is social democratic. Another daily, the Tageszeitung, is a medial advocate of environmental protection. The Hamburger Abendblatt and the Die

Welt belong to the same media group as the Bildzeitung; both also target conservative audiences.

During the last decades, air traffic noise has gained elevated public attention.

Consequently, newspapers have covered this issue, too. Excerpts from very negative and very positive newspaper articles are part of the Codebook for Newspaper Content

Analysis (Appendix C). They illustrate how considerably favorable and unfavorable newspaper coverage can differ.

Purpose of the Study

The purpose of this study was to explore how effective Hamburg Airport’s communication was in reconciling noise-affected neighbors. The following specificities constitute the underlying constellation. Hamburg Airport and neighbors are pursuing principally incompatible interests: mobility versus domestic tranquility. This antinomy implies different expectations and perceptions, too.

Starting from this constellation, I selected the appropriate methodologies, methods, and instruments. At this point, I briefly introduce an essential pillar of the theoretical perspective (Crotty, 2006, p. 7) from which I approached the research

9 problem. My frame of reference leans on Popper’s (1986) Three World Model (p. 36). It permeates this study, delivering the theoretical cornerstones of the social construct. It also determined the organization of the literature review.

Based on this theoretical perspective, I analyzed Hamburg Airport’s corporate principles, annual reports 2005-2009, corporate magazines 2009–2010, and the airport’s website for commitment to sustainability. Furthermore, executing a quantitative newspaper content analysis, I explored how the statistical half-year means of favorability of newspaper coverage of Hamburg Airport-associated themes developed during 2005-

2009. Moreover, the analysis of semistructured interviews revealed expectations and perceptions that protagonists of seven stakeholder groups associated with Hamburg

Airport.

Theoretical and Conceptual Support for the Study

The title of this study insinuates that self-presentation as a good corporate citizen alleviates reconciliation of divergent stakeholder interests. The following line of thoughts elucidates how this works: Striving for improvement of reputation is a permanent goal of

Hamburg Airport. The application of communication strategies is a means for achieving this goal. Consequently, arguments in favor of Hamburg Airport need to be in the center of such strategies.

In this context, arguments should be particularly persuasive that reconcile critical stakeholders with aircraft noise. Such arguments ought to substantiate why aircraft noise is an inevitable side effect of a sound regional economic development. This study

10 hypothesizes that, beyond concrete economic arguments, Hamburg Airport’s commitment to sustainability has reconciliatory effects.

Quintessentially, major airports’ communicative repertoire ought to include the following facets: “(a) economic, (b) legal, (c) ethical, and (d) philanthropic responsibility” (Carroll & Buchholtz, 2009, p. 45). Successful communication requires a holistic strategy. It needs to address sustainability factually correct and in a persuasive manner. However, this is a necessary, though not sufficient condition. This ensues from the following thoughts.

Among the hardly comprehensible factors that determine the outcome of major airports’ corporate communication are the use of language, personal charisma, randomly emerging animosities, experienced unjust treatments, missing callbacks, lacking preparedness to listen to complaints, or unqualified answers. In this context important, among all these determinants exist feedback conditions.

The selection of scholarly literature reviewed in chapter 2 had to take into account the complexity and feedback conditions. Consequently, the selected literature had to coverer as many facets as possible of the following social construct: Hamburg Airport’s communicative self-presentation as a corporate citizen committed to sustainable corporate responsibility.

Under this premise, identifiable in advance were the following elements that had been scientifically explored and delivered the criteria for answering the question whether

Hamburg Airport’s communication with its critical stakeholders was appropriate.

11 Accordingly, I focused on (a) stakeholder typicality, interests, and media influence; (b) corporate reputation, legality–legitimacy divide, and moral principles; and

(c) corporate citizenship, corporate communication, and discursive rationality. Scholarly sources cited in this section are among those to which this study refers; however, this section does not exhaustively list them.

Waddock’s (2009) concept of leading corporate citizenship provided the cornerstones for the social construct of this study: the communicative demonstration of corporate citizenship committed to sustainable corporate responsibility. Furthermore, this study adopted Freeman’s (1984) definition of the term stakeholder (p. 53). The definition of the differentiating criterion critical originated from Mitchell, Agle, and Wood (1997).

The delineation of the concept of corporate reputation referred to the models of Wartick

(2002) and Whetten and Mackey (2002).

Because airports and neighbors tend to have different opinions about whether the levels of noise are legal and legitimate, I particularly focused on this issue. I refer to

Luhmann (2008), Weber (1913,1967), and Rehbinder (2007), who elaborated on the tension between legality and legitimacy. With respect to the ethical implications, the study discussed, compared, and contrasted scholarly contributions of Bowie (1999),

Beauchamp and Bowie (2001a; 2001b), Hellriegel and Slocum (2004), and Dennis,

Langley, and Rouleau (2007).

With respect to the effectiveness of corporate communication, the study leaned on

Riel and Fombrun (2007), Fiedler and Kirchgeorg (2007), and Forstmoser and Herger

(2006). The reference to studies of Eccles and Vollbracht (2006), Shoemaker and Reese

12 (1991), and Severin and Tankard (2001) theoretically supported the assessment that newspapers influence critical stakeholders’ opinions. Finally, the theory of communicative action (Habermas, 1981/1984, 1981/1989) explained how and why rational discourses could support the reconciliation of divergent stakeholder interests.

The reviewed literature provided the conceptual criteria for assessing the appropriateness of Hamburg Airport’s corporate communication. Appropriateness, however, does not imply effectiveness. Therefore, the empirical exploration of this study had to evidence whether appropriateness meant effectiveness. Hereinafter follow research questions that covered both appropriateness and effectiveness.

Research Questions

Qualitative research requires the formulation of central research questions in a very broad manner to avoid premature exclusions and limitations of potential scholarly outcomes (Creswell, 2009, p. 129). They need to enable the researcher to look upon the research problem from many angles (Corbin & Strauss, 2008, p. 26). Consequently, this study started from the following central research question: How effective is Hamburg

Airport’s communication with its critical stakeholders regarding aircraft noise?

With respect to the formulation of the central research question, it is important to clarify one thing. The question of effectiveness is related to the issue of exposure to aircraft noise. However, this does not mean that this study focuses only on those communicative measures, routines, and campaigns that directly address aircraft noise. On the contrary, it considers noise as one crucial issues among others embedded in the overarching communicative context of sustainability.

13 Furthermore, research subquestions built the bridge between the purpose of this study and the applied methods and instruments. The results from the content analyses of corporate documents revealed the fit between this study’s empirical results and relevant scholarly findings. The newspaper content analysis referred to Hamburg Airport’s reputation and implicitly delivered indicators for communicative effectiveness.

Semistructured interviews gave insight into stakeholder perceptions and expectations.

They also implicitly provided indicators for communicative effectiveness.

The following formulation of subquestions built the link between this study’s purpose and the methods and instruments applied in the empirical part of the exploration:

1. How do corporate principles, annual reports, and corporate magazines, and

website reflect Hamburg Airport’s commitment to sustainability?

2. How did the 10 half-year means of favorability of articles on Hamburg Airport

develop during the epoch 2005-2009?

3. How do protagonists of critical stakeholder groups perceive Hamburg Airport’s

commitment to sustainability?

4. What do protagonists of critical stakeholder groups expect from Hamburg

Airport regarding sustainability?

5. How do executives of Hamburg Airport perceive the company’s commitment

to sustainability?

Research Design

Following the recommendations of Crotty (2006), Maxwell (2005), Punch (2005), as well as Tashakkori and Teddlie (1998), I determined methodology and methods for

14 this study in alignment with the central research question. The latter implied exploring the psychic and social mechanisms behind stakeholders’ reactions to aircraft noise.

Consequently, the focus was not on variables measurable in physical metrics. For research constellations that evade numerical classification, Wolcott (2001), Maxwell

(2003), and Creswell (2007) recommended the application of a qualitative constructivist- pragmatist approach. I followed this recommendation.

Next came the selection among various types of qualitative research designs. The following criteria spoke for choosing a single case study. Prevalently, qualitative data would inform on the effectiveness of Hamburg Airport’s communication. Furthermore, I would take the roles of an observer, interviewer, data collector, and analyst; and I would interpret the results hermeneutically (e.g., Creswell, 2007; Stake, 1995; Yin, 2003).

Finally, a quantitative newspaper content analysis was an embedded part of a prevalently qualitative research approach. Consequently, the study followed a mixed methods strategy (e.g., Tashakkori & Teddlie, 1998). Quintessentially, it became a single case study into which I integrated a statistical analysis of the favorability of newspaper coverage of Hamburg Airport-associated themes.

Definitions of Terms

This section presents terms used in a specific manner in this study:

Affiliation: This term describes the trust-based inclination of individuals to identify with products and services propagated in corporate messages (Eng & Kim,

2006).

15 Airport publics: This term describes airport-related constituencies that encompass

(a) airport customers; (b) local citizens; (c) business units, authorities, trade organizations, and (d) employees of those entities (Well & Young, 2004).

Coherence: According to Merriam-Webster’s Collegiate Dictionary, 11th ed.,

2009, the term means, “integration of social and cultural elements based on a consistent pattern of values and a congruous set of ideological principles.” The term coherence, as used in this study, emphasizes the similarity of patterns in conveying messages that address sustainability themes across the board of all kinds of internal and external corporate messages.

Consistency: Meaning of the term: Corporations demonstrate “firmness in following a single or predetermined plan, method, or procedure” (Merriam-Webster’s

Collegiate Dictionary, 11th ed., 2009) in conveying messages that address sustainability.

The term consistency, as used in this study, emphasizes the similarity of patterns in conveying messages that address sustainability themes at all hierarchical levels and, horizontally, across the board of all corporate units and affiliations.

Constancy: According to Merriam-Webster’s Collegiate Dictionary, 11th ed.,

2009), the term means, “continual recurring.” The term constancy, as used in this study, underscores the similarity of patterns in conveying messages that address sustainability over periods of, at least, two years.

Construct: This term appears in the text in combination with the word social and is a concept that supports a researcher to understand social interactions theoretically

(Merriam-Webster Collegiate Dictionary, 11th ed., 2009). In essence, the term social

16 construct fulfills the criteria that Sutton and Staw (1995) elaborated for the term theory.

According to their definition, theories are mental constructs whose implied intention is to explain cause-effect relationships (p. 378).

Dauerschallpegel: This is the German term for the physical metric Equivalent

Permanent Noise Level [Leq 3, dB (A)]. As the “L” in Leq signifies, the measurement occurs on a logarithmic scale (Annex to Art. 3 Laermschutzgesetz [German Act for

Protection against Aircraft Noise]). The respective U.S. metric is Ldn, termed day/night equivalent noise level (Wells & Young, 2004, p. 356).

Decibel: “The unit of measure for sound is the decibel (db). In physics, 1 db equals twenty times the logarithmic ratio of the sound pressure in the air to a reference sound pressure (usually, 0.0002 dyne per square centimeter). Since this is a logarithmic relation, 2 dB is not twice as great in magnitude as 1 dB, but rather, it is nearly six times as great” (Gesell & Sobotta, 2007, pp. 325/326).

Dialectics: This study uses the term as follow: “Systematic reasoning that juxtaposes opposed or contradictory ideas in seeking to resolve a conflict” (Merriam-

Webster Collegiate Dictionary, 11th ed., 2009).

Global Gross Domestic Product (GGDP): In analogy to the nation-related macroeconomic unit, this metrical unit describes the “market value of all final goods and services produced [worldwide] in a given period” (Mankiw, 1998, p. 480).

Major airports: The term major is not an official technical attribute of airports that exceed a specific number of facilitated passengers or cargo units. This study uses the term major for airports that facilitate five million passengers or more than that annually.

17 Public at large: Using this term, I intended to circumscribe the aggregate of all citizens who were living in Hamburg or its suburbs. My hindsight impression is that all participants shared this interpretation of the term.

Reach: This term describes the number of individuals reached by a specific message (Eng & Kim, 2006).

Reconcile: This study used the term reconcile in the meaning of persuading airport neighbors “to accept the unpleasantness” (Merriam-Webster Collegiate

Dictionary, 11th ed., 2009) of air traffic noise as an inevitable side effect of maintaining or increasing economic sustainability in the metropolitan region.

Recursiveness: This term means a specific form of circularity. Hereby, “elements are linked in a reciprocal, repeating cycle” (Roach & Bednar, 1997). Outcomes turn into starting points for new cause-effect cycles that feed back to previous process phases

(Ortmann & Zimmer, 2001; Senge, 1990; Weick, 1979).

Richness: This term describes the informatory scope of content of a message (Eng

& Kim, 2006).

Social Responsibility: According to Carroll and Buchholtz’s (2009) definition,

“Social Responsibility is seriously considering the impact of the company’s actions on society” (p. 39).

Total global passenger-kilometer transported (TGPKT): This metric means the number of kilometers that passengers who embark, debark, or transfer cover worldwide in a given year (Pompl, 2007).

18 Total passengers: This term defines all passengers that debark, embark, and transfer at an airport.

Assumptions

In this study, I posit that noise-affected neighbors act legitimately when pursuing their interest not only in court but also off-court. They are, for example, entitled to participating in protest actions against airport expansion programs. This entitlement includes certain forms of civil disobedience (Etzioni, 1996, p. 257). In 1995, the

Bundesverfassungsgericht (German Federal Constitutional Court) decided that sitting blockades are legal if they are restricted to passive resistance (BVerfG, AZ 1 BvR

718/89).

In 2000, Hamburg Airport was transformed into a public-private partnership.

Tendentially, this implied a shift from welfare-maximization to profit-maximization

(Hoffmann, 2003). However, no facts speak for the emergence of a lessened environmental awareness. Hamburg Airport is an important taxpayer. Hamburg’s authorities, however, have never neglected their supervisory function regarding environmental issues.

Furthermore, another assumption was that companies’ self-presentation as corporate citizens committed to sustainability corporate responsibility usually improves their reputation. Hereby, the commitment needs to encompass the economic, ecological, and social dimensions of sustainability. This study considers such commitments as necessary, though not sufficient conditions for establishing or defending a good corporate reputation.

19 Moreover, I posited that Hamburg Airport’s communicative self-presentation has largely been in congruence with its behavior. Firstly, to my recollection, incongruence in essential areas never occurred. Secondly, if Hamburg Airport had published something that deviated from reality, the media would have immediately indicated to such discrepancies. Certainly, the afore-delineated arguments are not scientifically stringent or conclusive. Nevertheless, they should suffice for rationalizing the plausibility of my assumption.

Scope, Delimitations, and Limitations

This study is restricted to the exploration of Hamburg Airport’s relationships to its critical stakeholders (Mitchell et al., 1997). Aircraft noise-affected neighbors, environmentalists, the community, the public at large, and the media, the latter usually termed secondary stakeholders (Freeman, 1984, p. 134; Waddock, 2009), belong to the category of critical stakeholders.

Friedman (2001, 2002) and other scholars (e.g., Becker, 1992; Oswald, 1998;

Rappaport, 1986) refuted the justification of corporate philanthropic engagements. They regarded them as incompatibility with managers’ fiduciary duties. This issue, however, did not play a role in this study. To my knowledge, Hamburg Airport has invested in philanthropic engagements only after approval by its supervisory board.

Criticism of the concept of corporate citizenship came from authors who approached the issue from a descriptive perspective (e.g., Jackall, 1989). This was not relevant for this study, for it exclusively focused on the prescriptive perspective of corporate citizenship (e.g., Googins, Mirvis, & Rochlin, 2007; Waddock, 2009). To my

20 knowledge, neither scholars nor socially responsible practitioners have ever denied the reasonability of corporate commitment to sustainability in the 2000s.

Furthermore, the study did not analyze whether the communitarianism– individualism divide could imply different states of maturity of commitments to sustainability (Allen, 1987). The rationale for this delimitation is twofold. First, the divide has been vanishing since the 1980s (Lodge, 1987). Second, this study explored the research problem from a perspective that went beyond this divide.

Moreover, I did not explore whether Hamburg Airport’s communication was efficient. It addressed only the issue of effectiveness. I differentiated between effectiveness and efficiency in the following manner. The term effectiveness means achievement of satisfactory external impacts. Efficiency means parsimonious allocation of resources for achieving these impacts (Cheng & Kesner, 1997). Chapter 5 resumes this point under the aspect of questions for future research.

Finally, limited transferability of this study (Creswell, 2007) could originate from various circumstances. First, variations in metropolitan demographics most likely imply differences in susceptibility to noise. Second, residential areas are located differently far away from major airports. Third, reputation-relatable communication differs from airport to airport considerably. Fourth, media landscapes also vary from airport to airport. Fifth, interviews with only 11 purposefully selected participants could affect transferability.

With respect to the principal problem of transferability, chapter 3 presents methodical strategies for securing the validity of the research results in spite of these relativizing circumstances. Furthermore, chapter 5 delineates why I regarded crucial

21 findings as transferrable to other major airports and other industries. Without anticipating the substantiation at this point, I indicate to Yin (2003) who, in this context, introduced the term “analytical generalizability” (p. 10).

Significance and Social Impact of the Study

The research problem of this study implicitly addresses the fundamental question of how modern societies organize homeostatic equilibrium. Unanimity prevails among scholars that societies need something that holds them together, that “creates social cohesion” (e. g., Prideaux, 2002). Common sense tells us that this could be at risk, where protests frequently occur and become increasingly violent.

In this context, the examples of ubiquitous protests at airports, briefly described on pages 2 and 3 of this study, indicated to something beyond culture or types of civilization. Globally, many citizens obviously tend to vent their anger in ways that have become increasingly militant. Thus, they seem to respond to burdens that societies expected them to endure.

This implies that, at least in many cases, protesters seek something that the society cannot or does not want to give them. Where protests become violent, the felt refusal of the society to build a social tie with protesting individuals most likely is especially pronounced.

In essence, the exploration of what makes communication effective could provide

Hamburg Airport with clues how to avoid confrontation with protesters. Furthermore, the study reveals what kinds of self-presentation could reconcile noise-affected neighbors.

22 Moreover, this could become a role model for successful reconciliation with opposing societal groups.

In addition, the public accessibility of this study can help managers in various geographical regions to benefit from its findings. In consequence, readers of this study can more easily accept that stakeholders can argue from equally legitimate positions even if their opinions differ diametrically from one another. Adoption of this perspective can help conduct rational discourses successfully. Finally, this study could encourage managers to exert self-reflection more often than they are used to do. This could initiate or reinforce managers to prefer reconciliatory to confrontational solutions.

In sum, the above-delineated potential for positive social change corresponds with what Walden University promotes in this respect. It also coincides with what Kofi

Annan, former United Nations’ Secretary General, advocated: reconciling economic, social, and political goals (Kofi Annan, 2009, January 31). In any case, this study addresses one of this century’s most important challenges to Western democracies: solidarity within communities.

Summary and Transition

Chapter 1 described major airports’ susceptibility to reputational deterioration. A rationalization of taking Hamburg Airport as the research site for this single case study followed. Furthermore, in this chapter, I defined the research problem, the central research question, and respective subquestions. I delineated the purpose of the study as follows: exploration of the effectiveness of Hamburg Airport’s communication with its critical stakeholders regarding aircraft noise.

23 Next to this, chapter 2 presents a review of publications on the scholarly concepts on which this study predicates. Furthermore, it provides a view on core elements of general systems theory. Moreover, it presents a logic model that illustrates the complex and recursive interrelatedness among the factors that determine the relationships between major airports and their critical stakeholders.

Chapter 3 starts with a delineation of my worldview including my ethical, epistemological, ontological, philosophical, and hermeneutical stances. Next to this, chapter 3 provides descriptions of the methods of data collection and analysis as well as the identification and involvement of participants. In chapter 3, I also depict recording, coding, and sampling procedures.

Chapter 4 presents the statistical results of a newspaper content analysis and interprets them in the light of my hand notes. Furthermore, I deliver the results from qualitative content analyses of corporate documents and semistructured interviews.

Moreover, I synthesize the findings into answers to the research questions of this study.

In chapter 5, I discuss the conclusions that the empirical findings suggest.

Furthermore, I provide several recommendations. Moreover, I list questions for further research. In addition, the chapter reveals my self-reflections, presents remarks on the social significance of the study, and ends with some concluding philosophical remarks.

Chapter 2: Literature Review

Overview

In this chapter, I present literature that highlights major airports’ functions and roles. Furthermore, I describe dilemmas that are associated with major airports’ impacts on the environment. In the third to fifth sections, I review scholarly literature on the elements of the social construct. In the sixth section, I deliver a concise systems- theoretical perspective. In the seventh section, I provide a logic model that illustrates the complexity of the social construct. In the eighth section, I discuss some methodological and methodical particularities. In the last section, I summarize the theoretical findings of this chapter.

In order to find relevant literature in the library databases of Walden University,

Embry-Riddle Aeronautical University, and the Hamburg State and University Library, I used keywords. Among them, the most often used ones were corporate communication, corporate reputation, environmental sustainability, economic sustainability, social sustainability, social responsibility, and stakeholder relationships.

Major Airports’ Roles and Functions

Airports are “complex industrial enterprises” (Doganis, 1998, p. 7). They are “like cities in miniature, and their managers must provide the same types of public welfare services that other cities do” (Gesell, 1993, p. 8). They present themselves as “economic marketplaces” (Gesell & Sobotta, 2007, p. 7). Wells and Young (2004) wrote, “Similar to

25 a city, an airport is comprised of a huge variety of facilities, systems, users, workers, rules, and regulations” (p. 4).

The figures that major U.S. airports published in recent years underpin their economic importance. According to their annual reports, they made contributions to the micro-economic value creation that ranged from USD $16,6 (Dallas Annual Report,

2007) over USD $18.7 billion (Atlanta Annual Report, 2007) to USD $45 billion

(Chicago Annual Report, 2007) and USD $60 billion (Los Angeles Annual Report,

2007). Major German airports do not routinely publish respective figures. Presumably, their economic importance to the regions they serve is quite similar.

Legislation and Jurisdiction in Germany and the United States

In Germany, §3 of the Gesetz zum Schutz gegen Fluglaerm (Article 3 of the Act for Protection against Aircraft Noise) forces airports to comply with noise quota. The

United States has a similar legislation (Part 150-Airport Noise Compatibility Planning of

1985; Planning and Aircraft Noise and Capacity Act of 1990). German and U.S. metric frameworks for measuring air traffic noise differ only in nuances (Wells & Young, 2004).

The Supreme Courts of Germany and the United States corroborated that both constitutions protect citizens against intolerable exposure to noise. Accordingly, the

Bundesverfassungsgericht (German Supreme Constitutional Court) referred to each person’s basic right of physical and mental integrity, protected in Article 2 of the German

Grundgesetz [German Basic Law] (BVerfG, 2 BvR 1229/07, dated 01/10/2008). The respective US Supreme Court’s decision referred to domestic tranquility, mentioned in the Preamble of the US Constitution (Frisby v. Schultz, 487 U.S. 474, 484; 1988).

26 Consequently, neighbors of major airports in both countries can sue airports for compensation if noise levels exceed certain thresholds of tolerability and these levels were unforeseeable when the plaintiffs moved to the respective residential areas (Baker et al. v. Burbank-Glendale-Pasadena Authority, 39 Cal 3d 862 [1985]; BGHZ V ZR 72/04).

Reinforcement of the Precautionary Principle

The airport concept of the German government includes the advice to airports to

“avoid and reduce detrimental effects on the environment wherever feasible and economically affordable” (Airport Concept, 2009, p. 27). Certainly, the promulgation of this concept was partly a response to the claims of airport neighbors and environmentalists. Both groups blamed communities and airports for not acting in congruence with the principles of sustainability.

The term sustainability, as it is used in this study, means a “development that meets the needs of the present without compromising the ability of future generations to meet their own needs” (WCED Report, 1987). According to the WHO definition, health is “a state of complete physical, mental, and social well being and not merely the absence of disease or infirmity” (Preamble, WHO Constitution, 1946).

In the here relevant context, Dempsey (2001) argued, a combination of both definitions suggests the introduction of environmental regulations that are more restrictive than the current ones (p. 662). He asserted that aviation industries did not meet the criteria for sustainability (p. 658). Similarly, Demmke (2001) espoused the introduction of “preventive and precautionary principles” (p. 18).

27 Similarly important, Miller (2009) demanded that environmentally precarious industries must comply with societies’ environmental priorities (p. 145). Upham, Callum,

Gillingwater, and Raper (2003) emphasized that air traffic-induced greenhouse gases were increasing faster than technological innovations could curb their negative effects.

With respect to the airport industry, Bartle (2006) asserted that the reconciliation of ecology and economy ought to address the economic, environmental, and social dimensions of sustainability (p. 214). He denied that legislation appropriately protected major airports’ neighbors from intolerable noise (p. 217).

How Major Airports Communicate Awareness to Sustainability

Berry et al. (2008) found out that all 26 participating major airports in the United

States and other countries had implemented sustainability programs. Sustainability- related measures were neighborhood-friendly land use, reduction of water consumption, avoidance of water contamination, reduction and recycling of waste, energy saving, and noise abatement.

Walayat (2007) compared corporate social responsibility programs at six

Canadian and three European airports. She observed that optimization of relationships with communities, building up stakeholder trust, and improved interactions with airport publics were the most important elements for reconciling divergent stakeholder interests.

However, none of the studies addressed the communicative facets of environmental awareness. This coincides with the finding of a study conducted by the

U.S. Government Accountability Office. It revealed that the majority of the 150 surveyed

28 biggest U.S. airports did not include the evaluation of the effectiveness of their sustainability-related communication (Aviation, 2010).

Real World Specificities of the Social Setting

Typology of Stakeholders at Major Airports

According to Freeman (1984), “stakeholders are groups or individuals who can affect or are affected by the achievement of the firm’s objectives” (p. 25, Footnote, p.46).

Scholars have contributed various alternatives of typifying stakeholders. Many referred to

Freeman’s definition. None of the scholarly contributions I reviewed refuted Freeman’s definition.

Thompson and Driver (2005) contrasted external versus internal stakeholders.

Trumpheller (2006) differentiated between primary and secondary stakeholders (p. 112).

Spence, Coles, and Harris (2001) as well as Phillips, Freeman, and Wicks (2003) distinguished between normative and derivative stakeholders. Derivative stakeholders include competitors, activists, and the media (p. 489).

Mitchell et al. (1997) considered stakeholders as critical that require elevated managerial attention (p. 853). Based on a meta-analysis of 27 scholarly publications, they identified power, legitimacy, and urgency as differentiating criteria (p. 853). They condensed the specificities of organization–stakeholder relationships into the following statement: “Power gains authority through legitimacy, and it gains exercise through urgency” (p. 869).

Furthermore, Mitchell et al. (1997) termed stakeholders dangerous that are powerful enough to urge organizations to change their behaviors. The authors subsumed

29 environmentalists, prepared for exerting violence, under the category potentially dangerous (p. 877). The authors classified stakeholders as dependent that could legitimately exert influence upon organizations; however, are not powerful enough to realize respective intentions (p. 877).

For this study, I adopted Mitchell et al.’s (1997) stakeholder typology.

Furthermore, I classified the media as secondary social stakeholders (Carroll &

Buchholtz, 2009, p. 86) that could become dangerous under certain conditions, either alone or as influencers of public opinions.

Major airports should learn from these scholarly recognitions the following things: Noise-affected neighbors are dependent stakeholders who could become dangerous in alliance with environmental groups. Furthermore, they need to consider that newspapers could ignite protests as influencers of public opinions.

Stakeholder Interests

Rosbult and Van Lange (2003) defined interests as the driving forces that determine individuals’ relationships with others (p. 351). They asserted that conflicting interests often enact behaviors of “negative reciprocity” (p. 362). Individuals who depend on one another tend to sacrifice potential beneficiary effects in order to stabilize a situation (p. 361). In any case, internalized value frameworks can enable societies to avoid hostilities (p. 369).

Similarly, Luijk (1994) defined interests as favored or desired positions individuals are determined to achieve or defend (p. 83). The intensity of fights for

30 interests depends on the cognitive and emotional involvement and experiences of the conflict waging parties (Silvia, 2003, p. 283).

Major airports could learn from these scholarly recognitions the following things:

Neighbors might fiercely fight for their interests. Hereby, the scope of divergence of interests and neighbors’ resoluteness determines how rough or even violent such fights could become.

Mass Media Influence

Based on a meta-analysis of 15 studies, Severin and Tankard (2001) substantiated why and how media content can influence audiences’ perceptions. The authors assumed that audiences “decode” (p. 73) media content in alignment with their worldviews, cultural experience, needs and desires, and moods (p. 73). Accordingly, audiences could develop positive or negative opinions, attitudes, and behaviors (p. 151). The authors ascertained that media consumption does not only determine about which themes audiences think and talk but also how audiences think and talk about them.

This scholarly opinion seems to have organically emerged from a scientific debate that lasted for almost a century. Lippmann (1998) assumed that media influence could only reinforce readers’ already existing perceptions. In subsequent decades, adherents to agenda-setting theories postulated that media coverage created public awareness

(McCombs & Shaw, 1972).

Chaffee and Wilson (1977) went further. They asserted that newspaper articles contributed to both influencing individuals’ opinions and determining agendas of public

31 discourses (p. 469). According to Maher (2001), both approaches converged under the aspect that agenda setting is a subcategory of framing theory (p. 84).

McCombs and Ghanam (2001) also assumed that media consumption influenced audiences’ opinions (p. 52). Similarly, Shoemaker and Reese (1990) concluded that media coverage created frames of reference according to which audiences construct their realities. Other authors corroborated these scholarly views (Hansen & Benoit, 2007;

McCombs & Ghanam, 2001; Pan & Kosicki, 2001; Reese, 2001).

Wry, Deephouse, and McNamara (2006) distinguished between thematic components and tone or color of media coverage. Berry, Wharf-Higgins, and Naylor

(2007) found that the reliability of the source of information determined the degree of influence (p. 39). Wanta, Golan, and Lee (2004) noted that a negative tone could elicit negative perceptions.

According to Eccles and Vollbracht (2006), media coverage particularly affects readers that can be easily influenced (p. 395). Kim and McCombs (2007) revealed that frequency of newspaper reading increased the degrees of influence. Miller (2009) elaborated that environmental issues of “noteworthiness” (p. 152) strongly attracted media attention. An experiment revealed that students considered newspaper content more credible than corporate Internet-based self-presentations (Jo, 2005, p. 72).

Other authors coped with the roles, principles, and relevance of the media. Stone,

O’Donell, and Banning (1997) emphasized that newspapers need to exert their surveillance function. Burton (1998) postulated that media stick to the principles

“balance, fairness, and accuracy” (p. 232). Reinemann and Eichholz (2006) empirically

32 discovered various potential reasons for negative media coverage. However, they did not prove a general manipulative media tendency (pp. 183/184.

Major airports could learn from these scholarly recognitions the following things:

Newspapers exert their surveillance function when they cover airport-related issues.

Furthermore, newspaper coverage could evoke or reinforce negative opinions of critical stakeholders. Moreover, they need to realize that aircraft noise could strongly attract newspaper attention. Finally, newspaper coverage could distort perceptions and expectations of their critical stakeholders.

Cognitive and Affective Determinants

Corporate Reputation as a Product of Perception

According to Wartick (2002), corporate reputation is “the aggregation of a single stakeholder perception of how well organizational responses are meeting the demands and expectations of many organizational stakeholders” (p. 372). In this concept, reputation is a composed, though uniform perception. The author rejected constructs that condense reputation and image into one unit of research, for that would dilute construct validity (p. 377). Respective of the research question, reputation could be a dependent or independent variable (p. 380).

Meta-analyzing 62 scholarly contributions, Barnett, Jermier, and Lafferty (2006) distilled “estimation, judgment, evaluation, and opinion” (p. 36) as the most often used descriptions of how organizational reputation emerged. Whetten and Mackey (2002) assumed that corporations need societal acknowledgment and acceptance for long-term survival. They underscored the emotional facets of reputation building.

33 According to Fiske and Taylor (2008), simple schemes of perception tend to intensify emotional reactions more than sophisticated ones (p. 328). Levine et al. (2000) observed that disappointment or unfulfilled expectations make people think that others are dishonest (p. 133). On the other hand, “positive secondary affective reactions” (p.

227) to unforeseen occurrences are possible. In this context, friendly negotiations with stakeholders could elicit or, at least, reinforce impressions of integrity (p. 135).

Barnett et al. (2006) highlighted that the process of building a good reputation can be very time-consuming (p. 34). Hereby, a strong corporate culture and identity are advantageous (Riel & Fombrun, 2007). Schwaiger (2004) differentiated between cognitive and affective drivers to reputation (p. 46). Stewart (2007) noted that conflicting stakeholder interests could affect corporate reputation negatively (p. 484).

Hudson (2008) elaborated that unresponsive managerial behaviors could evoke corporate stigmatization (p. 254). As commonly known, many people tend to categorize nuclear power plants as belonging to a “sin industry” (p. 263). On the other hand, as

Dentchev and Heene (2003) underscored, a corporation’s good reputation can decrease stakeholder aversion.

Website content could also damage corporate reputation. In 2005, Forbes magazine rated the 10 best “hate” websites (Wolrich, March 8, 2005). According to

Hudson (2008), World Wide Web publications as well as the articles about them have a high potential of “stigmatizing” (p. 252) corporations, groups of corporations, or even whole industries (Devers, Dewett, Mishina, & Belsito, 2009).

34 According to Olson, Roese, and Zanna (1996), the psychic mechanisms behind expectations and perceptions are a crucial element of humankind’s evolutionary survival strategies. They help reduce uncertainty. Usually, expectations precede perceptions.

Nevertheless, their interrelatedness unfolds in a recursive manner through experiential, vicarious, and symbolic learning (Bandura, 1977).

Major airports can learn from these scholarly recognitions the following things:

Stakeholder perceptions decide about the favorability of their reputation. Important in this context, the sensual experience of noise affects emotionally, whereas understanding economic data requires reflection. Moreover, growing environmental awareness and susceptibility could widen the gap between neighbors’ expectations and perceptions.

Publics could perceive airports as belonging to a sin industry. Consequently, communication strategies need to address both the emotional and cognitive spheres.

Tension between Legality and Legitimacy

John Naisbitt (1984) wrote, “Citizen initiatives frequently tackle the tough sensitive issues that legislators avoid to protect their popularity” (p 193). Important in this context, Warren (1999) identified growing environmental awareness as a frequent cause for litigation. Apart from litigation, the examples of protests referred to on pages 2 and 3 of this study suggest that citizens try to enforce their alleged rights outside courts.

Apparently, legality and legitimacy threaten to separate in today’s complex social relationships.

Luhmann (2008) approached this issue from a systems theoretical perspective. He considered today’s laws as so complex that they are no longer comprehensible for all

35 citizens. In this context, he asserted that legislation still implied the assertion of being an epitome of absolute truth. Luhmann who was a lawyer and a sociologist denied that laws could claim their traditional iron-cast function any more.

According to Luhmann (2008), legality–legitimacy gaps keep societies’ flexibility high. In his concept, law does not anchor in any “a priori imposed world-structure

(Weltstruktur)” (p. 44). He wrote: “Law is a social system that manifests itself as generalized normative expectancies of behavior” (p. 99). Hereby, legitimacy is what individuals ought to accept as the generalized expectancy, regarded from an unbiased observer’s perspective (p. 261).

Luhmann (2008), furthermore, assumed that generalized expectancy generates pressure to conformity. At the same time, it favors societal tolerance toward deviant social behavior. Nevertheless, the negative effect is a separation of law and moral.

Ultimately, court decisions fill legality–legitimacy gaps, however imperfect this may occur (p. 214).

With respect to the theory–practice divide, Luhmann (2008), Sen (2010), and

Konow (2003) recommended looking upon conflicting interests from the ethical perspective of an impartial observer. Other authors presented similar concepts. Even others provided pessimistic views of options for reconciling the legality–legitimacy tensions in practice.

According to Weber’s (1967) sociological concept, legal systems adapt to societal changes in alignment with agreements among citizens. He asserted that, in practice, the interests of the ruling classes endowed legislation and jurisdiction with legitimacy. In

36 contrast to this concept, Bell, Ryan, and Wiechmann (2004) asserted that justice-related expectations emerge from individuals’ trust in societal mechanisms that secure fair treatment (p. 23).

In this regard, Pieper (2007) referred to the Aristotelian concept of virtues. He wrote that the term right reaches far beyond doing justice. Because the ideal state of right is rarely achievable, courts are per se restricted to protect legality. Dewey and Tufts

(1908) went even further. They postulated that social justice imply empathy and reconciliation (p. 416).

In the same context, Rehbinder (2007) underscored that laws could lose their authority if critical masses of individuals publicly protest against societal conditions (p.

21). Similarly, Wright Mills (1959) recognized that laws could claim authority only temporarily (p. 150). Adorno (1966/2007), finally, presented a rather pessimistic view of law and justice. He identified law as an example of how irrationality replaced rationality

(p. 309). In a non-polarizing manner, Ehrenzweig (1971) wrote in this context, “The largely unconscious role of such ‘unreason’ is great” (p. 204).

Similarly, Foucault (1971/1972) theorized that law was no longer in congruence with legitimacy, for it did not emerge from genuine societal disputes (p. 219). Lyotard

(2003) went into an even more disillusioning direction than that. He regarded the absence of violence as the sole ethically substantiated social value that societies could promise to guarantee (p. 272).

Categorically defying all traditional concepts, Derrida (1991) assumed that the imperative of doing justice goes beyond what laws could impose on citizens. He

37 understood justice as “an experience of the impossible” (p. 34). In his understanding, justice is the mystical foundation of law. He hypothesized that language cannot fully convey the essence of justice. Consequently, codifications lack the authority of justice.

Discussing Rawls’ s (1999) and other scholars’ foundations of justice, Sen (2008) recommended an intellectually modest, unpretentious stance. Societies should find practical ways of preventing acts of adamant injustice. Raiser (2007) construed legitimacy as an emanation from the anthropological principle of reciprocity (p. 270).

Hoffman (2007) said that empathy, reciprocity, and solidarity are primordial principles that permeate laws. In this context, Etzioni (1996) wrote, “…law in a good society is first and foremost the continuation of morality by other means” (p. 143).

Another clue in this direction came from recent practical developments of jurisdiction. Meanwhile, in many cases, alternative dispute solution by mediation or arbitration has replaced long, costly, and frustrating public court adjudication (e.g.,

Hensler, 2005; Raisfeld, 2007). This seems to be particularly effective for settling environmental or neighborhood conflicts (Raven, 1988; Salem, 1985).

Despite their theoretical brilliance, the above-presented scholarly opinions could not answer the crucial question: What makes court decisions, mediation, or arbitration just and fair? In this context, Deflem (2008) and Rehbinder (2007) elaborated the crucial point: Laws and jurisdiction do not create but posit the existence of acknowledged societal values. In the next section, I address this point in detail.

Major airports can learn from these scholarly recognitions the following things:

They need to accept that court decisions often do not imply or enact reconciliation.

38 Usually, noise-affected neighbors of major airports expect more than basic compliance with laws. Furthermore, protests of critical masses of citizens could defy airports’ judicial statuses. This could be due to a previous deference of legal adaptations.

Ethical and Moral Principles

In their textbook on airport management, Gesell and Sobotta (2007) referred to the code of conduct for the American Association of Airport Executives (AAAE). Ethical fundamentals of this code of conduct are: “Dedication to the highest ideals of honor and integrity” (p. 741), avoidance of “discriminatory behavior on the basis of principle and justice” (p. 741), and “fairness and impartiality” (p. 742). From the Code of Ethics and

Guidelines for the American Society for Public Administration (ASPA), Van Wart (1996) distilled the following imperative: Striving for efficiency must never legitimize violation of moral principles (p. 530).

Certainly, managers at major airports principally know what legality and legitimacy mean in the vast majority of all cases with which they have to deal.

Furthermore, they rarely doubt that their behaviors are legal and legitimate. They presuppose that their interpretations are in compliance with societally acknowledged value-systems.

Moreover, most likely, managers at major airports and noise-affected neighbors have a common understanding of core elements of acknowledged societal values.

However, their interpretations are rarely identical. Whereas airport managers usually define legitimacy from the perspective of an enabler of mobility; noise-affected neighbors focus on their interests in domestic tranquility.

39 Solomon (1998) showed how difficult it is to define content and extension of the terms care and compassion objectively. Their recognition implicitly also elucidated how difficult it can be to demarcate the scope of value-orientations behind concepts of legitimacy. Quintessentially, the crucial question is what ethical maxims could help bridge the legality–legitimacy gap practically.

Today, moral arbitrariness, some scholars argue, make understanding the legality– legitimacy divide particularly difficult (Fisher, 1987; Kendler, 2002). In this context,

Turner (2003) discovered that hedonistic value-orientation was gaining ground. Maybe these authors described reality correctly. Nevertheless, it is necessary to look upon it from a prescriptive perspective.

Scholars from various disciplines introduced different concepts of value- orientation. Identifying 14 single ethical principles, Carroll and Buchholtz (2009, p. 304) grouped them into the categories teleological, deontological, or virtues-based (p. 293).

However, only few of them have become relevant in the world of business (p. 294).

In many cases, managers would do the right thing if they aligned their behaviors with the ethical maxim of utilitarianism. This principle requires decisions that result in

“the greatest benefit for the most people” (Barry 1979, as cited in Carroll & Buchholtz,

2009, p. 294). This ethical position would allow prioritizing the social good mobility over the desire of a minority that wants to enjoy undisturbed domestic tranquility.

However, this would, according to the opinion of many people, not apply if nightly flights over densely populated areas occurred at extremely high frequency and throughout the whole night. In cases of such adamant noise-affectedness, neighbors and

40 environmentalists would argue that the respective airport and the community did not want reconciliation.

Apparently, it is necessary for major airports to stick to ethical principles that fulfill the following criteria: (a) societal acknowledgment, (b) applicable in practice, and

(c) supporting reconciliation. With respect to these criteria, the following paragraphs provide arguments in favor of or against the appropriateness of various scholarly concepts of ethical values.

According to Katz and Kahn (1978), economic achievement including effectiveness and efficiency belongs to the category pragmatic values. Solidarity, equality, and justice are symbolic values. Empathy, altruism, and compassion are transcendental values (p. 388).

The core elements of these concepts anchor in ethical concepts that scientists from various disciplines defined as the social glue for stabilizing societies. In this context, scientists resorted to the following values: ideal moral reciprocity (Gibbs, 2003), altruism

(Broom, 2003), solidarity (Gick, 2003), compassion (Solomon, 1998; Varela, Thompson,

& Rosch, 1993), and empathy (Gibbs, 2003). Etzioni (1996), in his mundane adaptation of the Golden Rule, particularly addressed reconciliation (p. 208).

Two ethical principles of reciprocity were in the focus of many recent scholarly publications: the Golden Rule (The Bible, Mathew, 7:12 RSV) and Kant’s Categorical

Imperative (Kant, 1968, p. 425). In a sense, Kant’s moral imperative is a secularized, what here means, intellectually rationalized counterpart of the Golden Rule. It predicates on the following pillars:

41 First, it requires from individuals, “Act only on that maxim by which you can at the same time will that it should become a universal law” (Bowie, 1999, p. 14; Kant,

1968, p. 421). Second, it leans on the postulation that individuals treat their peers as

“ends but not as means” (Bowie, p. 43; Kant, p. 429). Third, it admonishes to act from the perspective of being a “member of the kingdom of ends” (Bowie, p. 87; Kant p. 433).

The imperative, “Act out of duty but not in conformity with duty” (Bowie, p. 140; Kant, p. 444) refers to individuals’ volitional autonomy.

Scholars espoused introducing Kant’s Categorical Imperative as the universal ethical principle into business environments (e.g., Maclagan, 2003; Scarre, 1998). Other scholars, however, warned that the rigor of Kant’s prioritizing intention over outcome could overburden managers (Beauchamp & Bowie, 2001a; 2001b; Bowie, 1999; Scarre,

1998). Gehlen (1986) argued that unattainable ethical standards could even undermine morality.

According to these opinions, Kant’s Categorical Imperative lacks practicality.

Schweitzer (1987) approached this conceptual deficit from a similar position. He rejected

Kant’s Categorical Imperative, arguing that it was too sophisticated as to energize people

(p. 184). For the avoidance of a theory–practice divide, he espoused reinstating spiritual simplicity. To achieve this, he introduced reverence for life (p. 307) as the ultimate moral value.

Other scholars developed similar moral principles: imperative to self-preservation of life (Weber, 2002), common humanity with others (Cordner, 2004, p. 593), principle of

42 responsibility (Jonas, 1984), and biophilical responsibility (Lay, 1989, p. 21). Gardener

(1978) expressed this as follows: “Moral action is action that affirms life” (p. 23).

However, these concepts do not provide criteria for fairly weighing individualistic against collective preferences. Furthermore, they do not concretize what that means for communal solidarity and reconciliation. Ethical principles that support reconciliation in the required manner could be Rawls’s (1999) concept of justice as fairness or Schmidt’s

(1993) “weighted utilitarianism” (p. 51).

Other authors tackled with the individual-collective divide. Dennis et al. (2007) suggested that individuals should prioritize collective goals over selfish interests (p. 191).

Luijk (1994) also expected that individuals support the public welfare instead of pursuing their own particular interests (p. 92). Tsakalotos (2004) emphasized that the pursuance of collective instead of individual goals is a prerequisite for stabilizing societal equilibrium

(p. 145).

This study adopts Schweitzer’s (1987) maxim of reverence for life as overarching ethical principle and moral guideline. In the ultimate sense, the commitment to sustainability is the epitome of acting in accordance with this maxim. Above all, it marks the threshold that managers must not trespass, irrespective of their job descriptions, roles, or tasks. Beyond doubt, it is societally acknowledged. Furthermore, it has reconciliatory power. Its practicality, however, might be disputed. Nonetheless, it tells managers clearly where the demarcation line is.

For more concrete orientation than that, moral principles could be decreed mandatory within companies. This would follow the scholarly opinion that immorality in

43 companies is not a problem of lacking knowledge but of missing enforcement (Ortmann,

2010, p. 268). The introduction of a casuistry of “paradigm cases” (Freeman, Engels, &

Altekruger, 2004, p. 171) could help in practice.

Major airports can learn from these scholarly recognitions the following things:

Individuals have different notions of what moral behavior means in practice.

Furthermore, the definition of legitimacy depends on the ethical or moral values that the majority of citizens share. Moreover, striving for reconciliation requires acceptance that legitimacy exists only temporally. Finally, commitment to reverence for life connects individuals with each other, individuals with organizations, and both with the environment.

Mental Constructs

Corporate Citizenship

Waddock’s (2009) adaptation of the metaphor corporate citizenship organically emerged from prior stakeholder theories (e.g., Freeman, 1984; Letza, Sun, & Kirkbride,

2000; Thompson & Driver, 2005). Furthermore, it leaned on scholars’ concepts of corporate social responsibility (e.g., Carroll, 1991; Carroll & Buchholtz, 2009;

Davenport, 1998).

According to Waddock’s (2009), corporations need to serve a higher societal purpose. They ought to contribute to generating public welfare. Consequently, profit making is a necessary, though not sufficient entrepreneurial goal (p. 47). She referred to

Margolis and Walsh (2003) who elaborated that commitment to sustainability positively correlated with financial performance.

44 Waddock (2009) distinguished among economic, political, social, and ecological spheres (pp. 17/18) of corporate citizenship. She highlighted “social justice, equity and fairness, as well as human dignity” (p. 56) as corporate values. Furthermore, she demanded that corporate behavior anchor in a “loving, trusting, and caring” (p. 69) corporate culture. Her prescriptive framework resembles Carroll’s (1991) “pyramid of corporate social responsibility” (p. 42).

In essence, Waddock’s (2009) concept coincides with what Googins et al. (2007) identified as the fourth stage of corporate citizenship: revolutionary renewal (p. 24). It requires that companies avoid damages, restore the environment in case of having damaged it, and compensate damages that are not repairable. She referred to the principles of the Coalition for Environmentally Responsible Economies (CERES, 2009).

Waddock’s (2009) concept has strong historical roots. Since Dodd’s (1932) advocated an extension of stakeholder rights, numerous social researchers have addressed this issue. Many contributions published after 1932 extended the scope of stakeholder roles and rights. Throughout the last eight decades, scholarly concepts have converged into what contemporary social scientists usually term corporate citizenship.

The introduction of terms such as “social service function” (Dodd, 1932, p. 1148),

“devoted to public use” (p. 1149), “corporate good citizens” (p. 1154), and “external participants” (March & Simon, 1958) indicates to an incremental change in views of the shareholder–stakeholder relationship. Other such terms were “external coalitions” (Cyert

& March, 1963, p. 27), “parties-at-interest” (Pickle & Friedlander, 1967, p. 165), “value to society” (p. 166), “coalition participants” (Pfeffer & Salancik, 2003, p. 28), “external

45 coalitions” (Mintzberg, 1983, p. 32), “corporate democracy … citizenship” (Freeman,

1984, p. 196), and “imbedded in human rights” (Donaldson & Preston, 1995, p. 83).

Many contemporary scholars share Waddock’s (2009) strong emphasis on the ecological aspects. Campbell, Craven, and Lawler (2002) espoused reconciliation of economy and ecology (p. 271). Davenport (1998) classified sustainability as the primary ethical principle for balancing economy and ecology (p. 173).

Thompson and Driver (2005) endorsed the integration of ecological issues into corporate strategies (p. 61). Quintessentially, leading corporate citizenship implies commitments to (a) balanced and fair stakeholder relationships, (b) observance of acknowledged societal values, and (c) sustainable treatment of nature (Waddock, 2009, p.

5).

Figure 1 illustrates the elements of Waddock’ (2009) concept of “leading corporate citizenship” (p. xiii). The figure highlights how the elements of the author’s prescriptive concept are interrelated.

Vision Leading Corporate Citizenship

Strategies Programs Core Values Fair Treatment Respect Routines Actions Sustainability / Transparency / Responsibility / Transparency / Sustainability 1 2 Society Stakeholders Environment

Primary Secondary Noise Reputational Communication Reputational Community Customer Air Pollution Detrimental Effects Suppliers Neighbors Water Pollution

Environmentalists Employees Reputational Perception Public at Large

Figure 1. Waddock’s (2009) Concept of Corporate Citizenship

Determinants of Effective Corporate Communication

According to Riel and Fombrun (2007), corporate communication is successful if it influences stakeholders in a company-friendly manner. It ought to convey the impression of reliability, credibility, and trustworthiness. A strong corporate culture supports this. The authors distinguished between one- and two-way types of communication.

Furthermore, according to Riel and Fombrun (2007), companies should present themselves as good corporate citizens. The authors recommended a holistic approach.

Hereby, constancy, consistency, and coherency are crucial criteria. The authors

47 propagated contriving strategies and tactics with which executives and employees can align their behaviors. They mentioned demonstration of good corporate citizenship as a crucial element of corporate communication (p. 2). Moreover, companies need to anticipate whether their messages match with the presumable expectations of their stakeholders.

Other scholars presented similar concepts. Riel’s coauthor Fombrun (1996) pointed out that specific individual interests could influence stakeholders’ expectations and perceptions (p. 57). Morsing and Schultz (2006) warned of strategies that respond too submissively to stakeholder expectations (p. 325). On the other hand, they espoused involving critical stakeholders into planning processes. In this context, they suggested launching programs of “giving stakeholders a voice” (p. 334).

From the practitioner’s standpoint, Stewart (2007) rejected companies’ boasting of their social engagements. However, he warned companies of hypertrophic sensitivity.

They asserted that managers too often misperceive stakeholder behavior as excessively hostile. In this context important, Preston and Post (1975) suggested permanent analyses of exogenous factors that could influence the development of the company.

This could play a crucial role concerning potential precautionary legislation

(Dempsey, 2001, p. 662; Forstmoser & Herger, 2006, p. 414). Waddock (2008) mentioned in this context that environmental activists often put pressure upon politicians and legislators (p. 68). According to Gesell and Sobotta (2007), the involvement of local politicians could help companies counteract this sort of adverse influence (p. 723).

48 Furthermore, they encouraged major airports to publish data that evidence positive financial performance. In this context, they argue that most people consider corporate success vital to a community (Gesell & Sobotta, 2007, p. 728). Gesell (1993), however, warned of wasting too much time on individuals who are confirmed opponents or have per se positive opinions about airports (p. 411).

Bentele (2008) assumed that companies and the media mutually influence each other. Hereby, media have a comparatively powerful position (Bentele & Nothaft, 2008, p. 36). Audiences’ comparatively strong resonance to negativity could tempt journalists to neglect the principles of accuracy and fairness (Kim & McCombs, 2007). Personal involvements of CEOs could prevent such outcomes (Park & Berger, 2004). According to

Bolman and Deal (2003), companies should disseminate stories that resonate with the emotional spheres of their audiences (p. 251). Read (2008) went further, propagating an epic style of corporate pathos (p. 347).

Major airports can learn from these scholarly recognitions the following things:

They ought to present themselves as corporate citizens committed to sustainable corporate responsibility. They should publish data on their financial performance and their contributions to public welfare. In this context, they need to balance fact-bound epic style and corporate pathos. Too much pathos, namely, could overchallenge major airports’ publics. Moreover, they should invite airport publics to attractive events as, for instance, flight shows and opening ceremonies.

In addition, major airports ought to anticipate what critical stakeholders expect; however, not align their behaviors to expectations at any price. They should prevalently

49 communicate with those who are still undecided how to perceive the airport. They should make third parties laud their roles as social benefactors. Finally, they should establish good personal relationships to local journalists.

Commitment to Discursive Rationality

As protagonists of critical theory, Adorno (1966/2007) and Habermas (1981/1984,

1981/1989) developed dialectical theories. Adorno (1966/2007) presented a rather skeptical, and, in certain passages, even pessimistic view of rationality. Nevertheless, he ultimately accepted rationality as a mental construct. He assumed that “self-reflection of dialectics” (p. 405) could eliminate conceptual weaknesses.

In contrast to Adorno, Habermas pursued an optimistic perspective (Madison,

2000). He relied on the strong momentum language contributes to conflict solutions. He hypothesized that reasonable solutions emerge from cathartic revisions produced in multiple cycles of rational discourses. A logical prerequisite is that the primacy of the better argument gains acceptance in the course of repeated discourses (Habermas,

1981/1984, p. 18).

According to Habermas’s (1981/1984, 1981/1989) concept, the use of language connects the lifeworld (1981/1989, p. 339) with the systemic level at which language catalyzes social progress. He assumed that rational discourses enact solidarity. He regarded this as a prerequisite for societal equilibrium. He introduced a threefold construct of rationality. The pillars of this construct are (a) instrumental rationality, (b) value rationality, and (c) communicative rationality. He regarded self-reflection as an integral element of dialectical discourses (1981/1984, p. 395).

50 In this concept, instrumental rationality drives communications formally. Value rationality endows communication with acknowledged societal values. Communicative rationality contributes reconciliatory momentum to disputes. Etzioni (1996) underscored that Habermas saw rationality as the mental substratum of formalized processes from which reasonable solutions emerge (p. 228).

Two recent publications support this idea. Dennis, Langley, and Rouleau (2007) presupposed that conventional rational discourses could help reconcile divergent claims to legitimacy (p. 195). Boltanski and Thévenot (1991/2006) wrote that reconciliation is achievable if individuals put their egoistic interests behind the pursuit of public welfare

(p. 278).

Other scholars approached this issue from similar perspectives. In essence,

Schreyoegg (2005) shared Habermas’s opinion. His core assumptions were: At the individual and organizational levels, power struggles, ideology, and emotionality determine rationality; at the worst, these mechanisms dilute rationality. At the institutional level, rationality vests behaviors with meaningfulness and legitimacy (p. 91).

Similarly, Raiser (2007) differentiated between instrumental, value-oriented, and systemic rationalities. According to his concept, each of these types of rationality prevents societies from descending into destructive emotionality (p. 359). Alvesson and

Deetz (2006) hypothesized that local narratives had replaced grand or metanarratives (p.

259).

Even other authors took a relativizing or opposing stance toward rationality.

Morgan (1998) asserted that people tend to overestimate the capacity of rational decision-

51 making and ignore or underestimate the force of irrationality (p. 208). Lyotard

(1984/2003) went even further, asserting that consensus is not achievable through rational thinking. Phillips, Lawrence, and Hardy (2004) and Rosa (2003) believed that irrationality supersedes rationality in many social contexts.

In Luhmann’s (1985/1994; 2000) concept of social systems, rationality does not play a role at all. According to Luhmann, the exertion of rationality takes place in the psychic world that is not part of social systems. Nevertheless, he saw communication in the function of connecting the social and the psychic worlds. Dissolving the rationality– irrationality dichotomy, Hunt and Wickham (1994) introduced the term “rationality of irrationality” (p. 86). They assumed that individuals have the capacity of recognizing what collectivized rationality requires (p. 86).

Similarly, Arrow (1976) assumed that the principle of “collective rationality” (p.

118) permeates societies. Hofstadter (1985) postulated that participants in rational discourses commit to a common rationality. Only this could prevent them from falling into the trap of infinitely exchanging subjective opinions without achieving reconciliation. He introduced the term superrationality (p. 749).

Until today, the Habermasian concept has survived. However, the current scholarly discussion elucidates that it lacks certain practicality. It, namely, requires that disputing parties accept the ultimate prevalence of the better argument. Multiple cycles of dialectical discourses shall secure this outcome. Notwithstanding its theoretical persuasiveness, this alone could be too weak a routine for avoiding failure in practice.

52 Therefore, this study includes another element. It adopts the basic idea of

Confucian dialectics. According to this Eastern philosophy, dialectical reconciliation occurs only if individuals match their own interests and desires against the principally higher societal values in a self-reflective manner (Cheng, 2006). However, rational discourses require something else. Rationality alone does not suffice. In the here relevant context, Elster (2009) differentiated between rational and reasonable. He asserted that only the latter signifies behavior as acceptable from an impartial point of view.

Now, the mental construct of rational discourse is complete. It unifies rationality, reasonability, irrationality, communication, self-reflection, Western and Confucian philosophical elements, and value-orientation in a dialectical manner. Quintessentially, participating in a rational discourse, individuals enrich their repertoires of self-reflected assumptions by what they have learned in previous discourses (Radetzki, 1999).

Major airports can learn from these scholarly recognitions the following things:

Individuals do not adhere to a common concept of what rationality means. Furthermore, individuals’ behaviors do not necessarily result from rational thinking; irrationality plays an often-underestimated role. The pursuit of interests could entice people to use irrational arguments in order to achieve rational goals. Figure 2 illustrates how rationality works in different areas of social relationships.

Goal Reconciliation of critical stakeholders

Vision Sustainability-committed corporate citizenship

Types of Rationality

Instrumental Value Communicative Rationality Rationality Rationality

Manipulation of Processes Manifestation of critical stakeholders’ ethical principles expectations and perceptions

Implementation of reputation-relatable Ethically mature Rational discourses activities, programs, managers are with neighbors, and communicative balancing legality with environmentalists, platforms legitimacy and mass media

Formal Rationality Systemic Rationality Meta-Rationality Levels of Rationality

Figure 2. Habermas’s (1981/1984, 1981/1989) Concept of Rational Discourses

The Logic Model

McLaughin and Jordan (2004) presented logical models as a method for illustrating how specific managerial activities solve problems (p. 8). According to Yin

(2003), the application of logic models could support “pattern matching” (p. 26).

Accordingly, logic models alleviate matching empirical findings with theoretical concepts (p. 127). Moreover, logic models can visualize elements, processes, and forces that are effective in social settings.

This study’s logic model elucidates how various positive and negative feedback loops could determine the outcome of Hamburg Airport’s communicative efforts. It

54 embraces the multifold social areas that usually play a role when major airports interact with their critical stakeholders. Thus, it helps assess the degrees of congruence between this study’s social construct and its empirical findings. Figure 3 illustrates this.

Figure 3 illustrates the various recursive stages where reconciliation between major airports and their neighbors can occur. Appendix B describes the types of actions that the circled numbers represent.

Airport 1 Media Coverage 1 Neighborhood

A 2 15 Community Wealth creation / 11 Civic travel options for E the public at large 3 Environmental 12 Groups E B P Mobility / P Connectivity 4 Public at Reconciling activities 13 Perception Large Constitutionally 5 Framing protected economic position

Incompatibility 17 18 10 9 Constitutionally protected social position Conflict Reputation C Domestic 6 Environmental 12 Tranquility Groups E P E D Avoidance of 7 P health risks / annoyance Framing Defensive activities 8 16 Courts 14 Neighborhood Media Coverage Airport

Legend: Activities between conflict waging constituencies Stakeholder-internal processes / positions Activities between non-conflict waging constituencies Demarcation among strakeholders Perceptions or expectations among constituencies E / P Processes of expectation / perception Discourses among neighbors

Figure 3. Logic Model of Core Relationships between Airports and Stakeholders

Complexity and Recursion

The literature review revealed that the success of major airports’ communicative efforts depends on a broad spectrum of factors that are apparently interrelated in a complex manner. According to Ulrich and Probst (1988), complexity means that the elements of a system change their states dynamically over time at varying speeds (p. 58).

Luhmann (1984/1995) termed a system complex if the number of its elements exceeds the system’s capacity to connect all elements with each other (p. 24).

According to both definitions, airport–stakeholder relationships are complex.

Furthermore, they are recursive in the meaning that Ortmann and Zimmer (2001) ascribed to this term. In their concept, “interpretative schemes, exertion of power, and norms” (p. 314) influence each other in reinforcing loops. Effects become causes within newly emerging sequences of cause-effect chains (Bateson, 1979; Senge, 1990; Weick,

1979).

According to Hofstadter (1985), the number of opportunities of connecting all 18 types of actions of the logic model (see Figure 3 and Appendix B) with each other recursively would amount to 18! (p. 415). In practice, only a fraction of all potential opportunities usually is relevant. Nevertheless, two problems would be inextricable: First, the number of potential factors would still remain huge. Second, it would not be predictable which factors would be relevant.

In concrete terms, recursiveness could unfold in the case of this study as follows:

Newspapers write that anger about aircraft noise is justified. Neighbors, in turn, feel encouraged to increase their efforts at protests. Concurrently, politicians realize how

56 newspapers respond to neighbors’ annoyance. This enacts a new loop: Politicians advocate strengthening the precautionary principle. Now, norms change. In consequence, neighbors feel increased encouragement to protest.

Moreover, scholars identified many other principles that are characteristic for complexity and recursiveness in social systems. Coping with the systems theoretical implications, I started from the following overarching recognition: Analogous to biology, the law of parsimony ought to reign in goal pursuing social systems, too (Bertalanffy,

2003).

In this study, however, those principles were in the focus that scholars related to human language or communication. According to Mingers (1995), the use of language drives social systems in a self-productive manner. In this context, Czarniawska (2004) elaborated that companies are narrative-driven. Similarly important, poor communication could systemically cause social conflicts (Katz & Kahn, 1978)

Major airports can learn from these scholarly recognitions the following things:

The number of factors that determine critical stakeholders’ perceptions and expectations is enormous. Recursiveness among them implies that managerial decisions could evoke unexpected reactions and loops of self-reinforcing negative effects. Complexity and recursive interrelatedness can make communication very difficult.

Methodological and Methodical Specificities

Scholarly contributions, reviewed in the third to fifth sections of this chapter, presented the following methodologies and methods practiced in social research:

Experiments (Jo, 2005), meta-analysis (Mitchell et al., 1998), surveys (Googins et al.,

57 2007; Stone et al., 1997), interviews (McCombs & Shaw), and content analyses (Googins et al., 2007). Driscoll and Combie (2001) and Riemer (2004) elaborated that case studies were appropriate for exploring environmental controversies.

Diaz-Guerrero (2002) conducted a content analysis of Hamburg Airport-internal documents, applied participant observation, and conducted unstructured open-ended interviews with former project members. He recommended yearly surveys of neighbourhood satisfaction (p. 63). Effenberg (2004) executed a quantitative content analysis, testing specific hypotheses on how newspapers resonated to Hamburg Airport’s press releases. Walayat (2007) conducted structured open-ended interviews with purposefully selected participants from six Canadian and three international airports.

Berry et al. (2008) conducted a web-based survey on sustainability awareness and practices at airports. Woodward, Briscoe, and Dunholter (2009) suggested conducting surveys on community resonance to airport behavior and requesting feedback from stakeholder groups. They recommended conducting interviews with stakeholder protagonists on perceptions and expectations.

Leaning on Woodward at al. (2009), I conducted interviews during which participants answered questions about Hamburg Airport-associated perceptions and expectations. Furthermore, I applied different types of content analyses. However, I did not emulate other where tested instruments. The reason was that the reviewed literature did not include methods or instruments that would have helped explore the research problem of this study satisfactorily.

58 Summary and Transition

From the reviewed publications reviewed in chapter 2, I distilled components for the social construct of communicative commitment to corporate citizenship. Furthermore, these publications included criteria for what generally qualifies corporate communication as appropriate. Moreover, reviewed scholarly literature revealed how complex and recursive relationships between major airports and their stakeholders are. In sum, the reviewed scholarly contributions delivered clues for how major airports could master their communicative challenges.

Finally, in chapter 2, I elaborated on stakeholder perceptions and their relationship with corporate reputation. In this context, I underscored the ethical dimension of the tension between legality and legitimacy. A logic model that illustrates the complexity of major airports’ relationships with their stakeholders concluded the literature review. This model builds the bridge between this and subsequent chapters.

In chapter 3, I delineate my ontological, epistemological, philosophical, and axiological perspectives. This is a necessary cornerstone, for this study is based on my subjective assessments. As a research instrument, I collected and analyzed data.

Furthermore, I took the role as an interviewer. Moreover, I interpreted foreign texts hermeneutically.

In addition, chapter 3 presents an overview of methodological and methodical questions, discusses the arguments that speak for the application of the single case study, and describes how to use various types of content analysis. Eventually, I depict coding and sampling procedures as well as the process of selecting participants for

59 semistructured interviews. Descriptions of measures for securing scientific persuasiveness and for avoiding ethical problems conclude chapter 3.

60 Chapter 3: Research Method

Introduction

The exploration of how successfully Hamburg Airport communicates with its critical stakeholders regarding aircraft noise problems requires answers to the following question: Are the company’s communicative measures appropriate according to scholarly theories and are they effective in practice? Chapter 2 provided criteria for answering the first question; this chapter describes the application of methods and instruments necessary for answering the second question.

In the phases of data collection, analysis, and interpretation, I took the role of a research instrument. Consequently, my subjectivity influenced the ongoing of the empirical endeavors. Therefore, this chapter delineates from which “theoretical perspective” (Crotty, 2006, p. 7) I approached the research problem.

Furthermore, in this chapter, I describe my hermeneutical concept for coding and interpreting various foreign texts. Moreover, I depict the procedures for data collection, recording, coding, and sampling. Descriptions of strategies for securing scientific persuasiveness and for avoiding ethical issues conclude this chapter.

Worldview Aspects

During my career with Hamburg Airport that lasted from October 1979 to

February 2007, I was a confirmed positivist. My professional background as a lawyer may have played a role in this respect. Meanwhile, I have changed my worldview, most likely, due to my intensive studies of scholarly contributions on the positivist–

61 constructivist divide. Particularly, reflecting on the following scientific caesurae convinced me that positivism no longer explained social phenomena conclusively.

Einstein’s relativity theories, Heisenberg’s uncertainty principle, and Bohr’s philosophical interpretation of quantum mechanics supplanted Newton’s mechanist physical model (Crotty, 2006). These revolutionary scientific recognitions ushered in what Kuhn (1996) termed change in paradigm and Lakatos (1970) called constructive problem shift. Most natural scientists have meanwhile given up the idea that advanced knowledge once would unveil absolute truth (Crotty, 2006).

Philosophers and social scientists translated this recognition into postpositivist perspectives (Crotty, 2006). Rorty (1979) introduced a pragmatic philosophical concept; so did Searle (1995). Ricoeur (1971), Saussure, (2009/1972), Derrida (1991), and

Bourdieu (2009) elucidated how the use of language determines social life. Foucault

(1971/1972) theorized that power struggles had replaced the will to truth. Lyotard (1984) assumed that philosophy only served legitimizing the “rules of the games” (p. 259) in the world of science.

Starting from this recognition, I adopted Popper’s (1986, 2006) ontological- epistemological concept as the leading theoretical perspective (Crotty, 2006, p. 7).

Consequently, I rejected structuralism and poststructuralism as overarching ontological- epistemological scaffolds. Neither perspective fit in with the frame of reference according to which I am used to organize my thoughts and writing.

Nevertheless, I integrated structuralist and poststructuralist elements into my study. I did this under the aspect that conceptual purism does not necessarily enact

62 achievement of higher degrees of scientific persuasiveness than pragmatic references to what helps solve scientific problems (G. Ortmann, personal communication, July, 08,

2011; Wolcott, 2001). Furthermore, Lyotard (1984) and Wolin (1992) persuasively explained why structuralists and poststructuralists could accept Popper’s (1986, 2006) critical realism as a bracketing theoretical perspective for discourses on ontological- epistemological issues.

In my opinion, Popper’s (1986) Three-World-Model provides a persuasive ontological perspective. In World 1, everything occurs that individuals usually call reality and that Mead (1938) termed the world that is there (p. 43). Representations of mental concepts, thoughts, and ideas populate World 3. The psychic processes of the human mind, occurring in World 2, build the bridge between World 1 and World 3.

According to Popper’s (2006) epistemological concept, scientific truth is not attainable by empiricism; falsifiable probability is the utmost certainty researchers could achieve. Notwithstanding his strong inclination toward logic, Popper, nevertheless, acknowledged irrational elements. In this context, he introduced the term creative intuition (2006, p. 8). Lorenz (1973/1977), Campbell (1988), and Riedl (1981/1984) shared this epistemological approach.

Popper’s (1986, 2006) epistemological concept has the advantage of explaining the world without demanding to take the stance in favor of a specific philosophical school. Concerning the specificities of the research problem, I also referred to Berger and

Luckmann (1989) who theoretically substantiated that human beings construct multitudes of social realities.

63 A third element completes my theoretical perspective. Guba and Lincoln (2005) postulated that constructivist research strategies refer to an ethical frame of reference. In this respect, the study predicates on the ethical concept elaborated in chapter 2.

Consequently, the collection, analysis, and interpretation of empirical data reflect my moral position. In its utmost condensed form, it culminates in the following universal moral imperative: reverence for life (Schweitzer, 1987, p. 330).

Choice of a Prevalently Qualitative Research Strategy

According to Tashakkori and Teddlie (1998), constructivism, in contrast to positivist traditions, posits that myriads of realities emerge from observers’ perceptions.

Under this paradigm, qualitative research has become an acknowledged social research strategy. It gives researchers ample space for interpretation (Corbin & Strauss, 2008, p.

25). Whereas quantitative research prevalently uses variables measured in numeric metrics, nonnumeric analyses are typical for qualitative research (Punch, 2005).

Sjoberg, Williams, Vaughan, and Sjoberg (1991) stated that masses of numeric data could distract from the essential (p. 55), whereas qualitative exploration beyond numbers particularly fits in with analyzing the deep layers of social settings (p. 64).

Becker (1998) assumed that, in certain cases, filtering out peculiarities or deviances could be scientifically superior to discovering typicalities.

In determining the methodology for this study, I followed Creswell and Plano

Clark (2007). They recommended making an explicit decision in favor of a specific research design (p. 79). Only Wolcott (2001) negated the meaningfulness of differentiating between research designs. Creswell and Plano Clark (2007) rejected this

64 opinion. They argued that lacking differentiation could distract from focusing on the essential (p. 79). In my opinion, Creswell and Plano Clark’s argumentation is persuasive.

This, however, did not exclude references to scholarly sources that represent other schools.

At this point, repeating the research question makes sense: How effective is

Hamburg Airport’s communication with its critical stakeholders regarding aircraft noise problems? This question suggested choosing a predominantly qualitative approach for the following reasons:

First, it was predictable that quantifiable data would not suffice for explaining all cause-effect chains that determine the relationships between Hamburg Airport and its critical stakeholders. Furthermore, it was foreseeable that this study would focus on the interpretation of nonnumeric data. Moreover, I would be in the role of a research instrument. Finally, it was clear that the collection of participants’ views and their interpretations would play a pivotal role. All of these criteria spoke for choosing a prevalently qualitative research design (Creswell, 2009, p. 17).

Tradition of Choice: Case Study

Creswell (2007) distinguished among narrative research, phenomenology, grounded theory, ethnography, and case study. Other scholars provided similar distinctions (e.g., Creswell & Plano Clark, 2007). The question was which of these research designs would be best suited for answering the research question.

According to the research question, Hamburg Airport, what meant, an organization, would be the social setting under scrutiny. The research subquestions

65 required the exploration of the perceptions and expectations of critical stakeholders. At first glance, this suggested choosing the case study tradition.

For deepened elaboration on the best choice, I adopted Yin’s (2003) understanding of the case study design. His reference to a “phenomenon within its real- life context” (p. 14) covered this study’s subject of exploration: Hamburg Airport’s communication with its stakeholders. Furthermore, Hamburg Airport’s complex relationships with its critical stakeholders “lacked evident boundaries” (p. 13). Moreover, my plan was to apply methods in a “triangulated fashion” (p. 14).

Eventually, the specificities of this study fulfilled the following criteria elaborated by other social scientists: exploration of behavioral patterns in social settings (Hamel,

Dufour, & Fortin, 1993), scrutiny of interplays among individuals and organizations

(Stoecker, 1991), analysis of particularities within complex social settings (Orum, Feagin,

& Sjoberg, 1991), and a self-reflexive approach (Stake, 2005).

Methodological and Methodical Specificities

Mixed Methods Approach and Triangulation

The embedding of a quantitative analysis of newspaper articles into a prevalently qualitative case study fulfilled the criteria of methodological triangulation (e.g., Creswell,

2009; Creswell & Plano Clark, 2007). Furthermore, the use of various types of qualitative content analyses meant methodical triangulation. Instrumental triangulation also belonged to the methodical repertoire of this study. I, namely, (a) conducted semistructured interviews with participants from different stakeholder groups and (b) analyzed various types of corporate documents (Yin, 2003).

66 The application of these types of triangulation helped keep scientific persuasiveness high. I did this in the following manner: I introduced multifold perspectives on a social setting (Axinn & Pearce, 2006). Moreover, triangulation enabled me to gain a holistic view on the numerous interactions between Hamburg Airport and its stakeholders (Punch, 2005). This optimally matched with my constructivist-pragmatist worldview (Tashakkori & Teddlie, 1998, p. 19).

From Research Questions to Methods and Instruments

Apart from the research design, the central research question also determined research methods and choosing the appropriate instruments (Creswell, 2009; Maxwell,

2005; Yin, 2003). Quintessentially, all methods to apply were content analyses of either spoken or written texts. In the early days of the application of this method, the question was whether the term content analysis comprised both the quantitative and qualitative variants.

Berelson (1971) restricted content analyses to the application of quantitative evaluation of texts (p. 18). Rejecting this narrow view, Weber (1990) extended the applicability of this method to qualitative analyses of texts. Sharing this opinion,

Krippendorff (2004) expressly included newspaper articles, Internet-based dissemination of messages, and interviews as potential units of content analyses (p. 11). For this study, I leaned on Krippendorff (2004). I neither see any reason for excluding qualitative content analyses nor for introducing a terminology that differentiates between both variants.

67 The Researcher’s Role

Becker (1998) underscored how difficult it is for social researchers to remain impartial. This forced me to clarify my role as a researcher. To my empirical endeavors belonged various types of analyses of the following foreign spoken or written texts: newspaper articles, Hamburg Airport’s corporate principles, annual reports, magazines, website, and interviews. I excerpted text segments, coded, condensed, aggregated, and analyzed them. Executing these types of empirical work, I functioned as a research instrument (Creswell, 2007). Eventually, I wrote this study. These roles implied certain risk of bias. On the other hand, my subjective experience provided insights that others would not have been able to contribute. Consequently, I focused on practicing

“objectivity as a moral concept” (Kvale & Brinkmann, 2009, p. 242).

The Hermeneutical Concept

As written or spoken foreign texts were the material of my exploration, I implicitly coped with how other individuals had used language. Scholars examined the linguistic (e.g., Saussure, 1972/2009), sociological and philosophical (e.g., Derrida, 1991;

Foucault, 1971/1972; Ricoeur, 1971; Searle, 2006), and anthropological (e.g., Bourdieu,

1977/2002) facets of the use of language.

According to Ricoeur (1971), the interpretation of texts could considerably differ from what their authors intended to say. Expressed in this author’s terminology, I

“deciphered” (p. 549) texts through “appropriation” (p. 558), what meant, in a subjective manner. In this context, the translation of texts from German into English bore the risk of distortion. On the other hand, it forced me to reflect things very thoroughly.

68 Important, Derrida (1991,1993) particularly emphasized this aspect of linguistic appropriation. Similarly, Crotty (2006) summarized, “hermeneutics is to exegesis what grammar is to language or logic to reasoning” (p. 87). Referring to Gadamer (1990),

Ricoeur (1971) termed the iterative appropriation of texts hermeneutic circle (p. 562).

This study’s hermeneutical concept synthesized various elements from these scholarly views. The hermeneutical approach of this study also leaned on Kvale and

Brinkmann (2009). They wrote, “interview research comes closer to a craft than a rule- following method” (p. 21). Consequently, subjectivity permeated my empirical endeavors from the very beginning (Schwandt, 2002).

Based on the above-delineated scholarly opinions, my serendipitous interpretation of texts encompassed (a) analysis of the verbal expression as such, (b) identification of the historical and social background, and (c) my reflected recollection of how some of the texts emerged (Gadamer, 1990). The term reflected recollection means that I reflected my recollected perception of Hamburg Airport during 1979-2007 in the light of my meanwhile acquired experience and knowledge.

The Researcher’s Personal Skills

I acquired managerial skills in my career of almost 30 years at Hamburg Airport.

My positions ranged from deputy head of legal services to executive vice president. In the latter position, my responsibilities included controlling, management accounting, organization, and business planning. As a leader of various project teams, I developed expertise in conceptualizing corporate strategies. Improvement of conceptual skills also resulted from delivering some 100 presentations at seminars and airport conferences in

69 Europe and the United States. Studies at Walden University in Applied Management and

Decision Sciences improved my research skills. Teaching at the Embry-Riddle College of

Business also contributed to developing respective skills.

Procedures for Data Collection, Recording, Coding, and Sampling

Basic Procedural Specificities

First, I collected data from sources for the access of which physical visits to

Hamburg Airport were not necessary. To these data sources belonged Hamburg Airport’s website, its annual reports 2005-2009, the company’s mission statement and its principles of leadership and environmental protection. Subsequent to this, I coded randomly selected newspaper articles on Hamburg Airport-related issues. The conduction of semistructured interviews was the last data collecting procedure.

During the entire phase of data collection, I had uninterrupted access to the documents that I had identified as valuable sources of evidence. Annual reports, noise reports, and the hamburg airport magazine were downloadable from Hamburg Airport’s website. Furthermore, Hamburg Airport provided me with electronic files of its mission statement, corporate principles, as well as copies of the corporate magazines Hamburg

Flughafen and follow me published during 2009-2010.

The vice president of corporate finance and controlling and the director of environmental protection helped me as gatekeepers (Singleton & Straits, 2005, p. 325) to get access to airport-external participants. A letter of cooperation and a data use agreement signed by the speaker of the board of chief executive officers secured the ethical correctness of my access to corporate internal documents.

70 For the systematization of these research processes, I used the Codebook for

Newspaper Content Analysis (Appendix C) and the Codebook for Analyzing Corporate

Texts and Interviews (Appendix D). To the latter belonged various matrixes for recording, condensing, and aggregating segments of texts. Important, the structures of the matrixes for all qualitative content analyses including interviews were identical.

My respective working hypothesis was: Isomorphic matrix structures alleviate comparisons among results from various content analyses (Miles & Hubermann, 1994, p.

239). Apart from descriptions of procedures, the Codebook for Analyzing Corporate

Texts and Interviews (Appendix D) contained a list of abbreviations that I used for keeping segments of texts as brief as possible.

Also important, I put the emphasis on enabling the reader to trace each of my steps from the very beginning to the final conclusions (Miles & Hubermann, 1994, 239).

Particularly, the exhaustive use of matrices for fragmented excerpts, condensation, and aggregation of text segments served this purpose. Furthermore, I appended all matrixes that show how I excerpted, condensed, and aggregated text to this study.

Concerning technical support, I used a Fujitsu/Siemens PC and a MacBook Pro on which the Microsoft products Word, PowerPoint, and Excel were running.

Furthermore, I applied the SPSS 15 Student Version for statistical analyses. For recording interviews, I used the Linear PCM Recorder LS-5, manufactured by Olympus Inc. For auxiliary computations, I sued a Casio fx-991MS pocket calculator.

71 Special Recording Techniques

During the data collection process, I produced hand notes (Singleton & Straits,

2005). The notes alleviated time-lagged data analyses and supported my hindsight reflections. Furthermore, they helped interpret the developments of means of favorability of newspaper articles on Hamburg Airport-associated themes qualitatively. Important, the interview language was German. The reason for this choice was that English was not the interviewees’ native language. Consequently, participants might have felt apprehensive elaborating on complex issues in English. This technique complied with my Walden IRB approval.

Also important, I recorded the essence of the answers of interviewees in German.

This was pivotal, for it alleviated guiding participants during the interviews. According to

Singleton and Straits (2005), handwritten recording is not inferior to tape recording (p.

334). My skills acquired as a secretary in about 100 supervisory board meetings enabled me to distinguish the essential from the irrelevant almost intuitively.

The Walden IRB approval stipulated that I asked all participants for permission to tape-record their answers. Furthermore, it forced me to ask them to sign a form of consent that was identical with that appended to this study (Form of Consent, Appendix

F). Finally, I had to indicate to participants’ right to withdraw from the interview at any time without giving any reason for it.

Coding Technique for the Newspaper Content Analysis

The coding procedure followed the guideline presented in the Codebook for

Newspaper Content Analysis (Appendix C). Using this technique in combination with

72 studying my hand notes, I achieved (a) accuracy of evaluation, (b) found outliers that indicated to areas of particular interest, and (c) could qualitatively explain increases in or decreases of statistical means of favorability.

In order to secure the above-mentioned accuracy, I used a 5-point Likert-type scale for the “operationalization” (Singleton & Straits, 2005, p. 78) of the variable favorability. The numbers 1-5 stood for very negative, negative, neutral, positive, and very positive. Choosing a 5-point scale, I followed Scharrer (2002). He applied this type of scale in a newspaper favorability analysis of the 1999–2000 campaign of Hilary

Rodham Clinton for a seat in the U.S. Senate.

In Scharrer’s (2002) survey, outliers of extreme unfavorable newspaper coverage played a role, as they did in this study. In the Codebook for Newspaper Content Analysis

(Appendix C), I defined the differences between very negative and negative, respectively, very positive and positive, using excerpts from purposefully selected newspaper articles as examples.

In the newyspaper analysis, I compared the development of the 10 half-year means of favorability of newspaper coverage of Hamburg Airport-associated themes. I analyzed articles published during 2005-2009. The application of descriptive statistics showed whether means rose, dropped, remained constant, or moved in cycles. Applying various kinds of additional frequency analyses, I discovereded particularities, patterns, and typicalities. The division into half-year calendar periods might seem arbitrary. On the other hand, other alternatives did not promise to be superior.

73 Coding Techniques for Content Analyses of Documents and Interviews

Corbin and Strauss (2008) defined coding as “deriving and developing concepts from data” (p. 65). Accordingly, researchers distinguish the essential from the nonessential (p. 67). The authors recommended searching for structural “patterns of connectivity” (p. 93).

Srnka and Koeszegi (2007), who called these segments “units of thoughts” (p.

36), wrote that cascades of super, main, and subcategories could be helpful. Similarly,

Miles and Huberman (1994) regarded “pattern coding” (p. 69) as the conceptual technique for aggregating units of thoughts into “metacodes” (p. 69). This concept resembles Yin’s (2003) strategy of pattern matching.

During the coding procedures, I followed the recommendations delineated in the preceding two paragraphs. Furthermore, I searched for overarching conceptual frameworks with which the segments matched (White & Marsh, 2006). I also sought positive “conduit metaphors” (Harrison, Todd, & Lawton, 2008) relatable to corporate reputation.

Leaning on Caudle (2004), I proceeded iteratively. This process required atomized coding. Consequently, I used subcategories of fragmentation that allowed subsequent aggregation. Finally, I applied holistic coding for identifying bracketing frameworks of thoughts and ideas behind texts (Saldaña, 2009).

In consecutive steps, I got from data collection over fragmentation, regrouping, and condensation to corporate statements on commitments to sustainability. Then, I aggregated these statements into central corporate messages. Third, I identified patterns

74 of constancy, consistency, and coherence. Creswell (2007) termed such processes “data analysis spirals” (p. 151). During the entire process, I improved my analytical skills, an effect to which Corbin and Strauss (2008) indicated (p. 32).

No Application of Software for Qualitative Data Analyses

Computer-aided qualitative coding can be an efficient technique (Riffe, Lacy, &

Fico, 2005). However, I did not resort to this technique. My respective decision resulted from the following thoughts. According to Franzosi (1995), in cases in which meaning, color, and tone of texts are crucial computer-aided analyzing can be inferior to human evaluation (p. 165). Predictably, the discovery of particularities of the complex social setting of this study would require interpretive skills that computer programs cannot provide (Corbin & Strauss, 2008, p. 13).

Particularly, my industrial experiences, serendipitous coding, and hermeneutical interpretation were prerequisites for discovering patterns hidden in excerpted segments of text. Important, application of a software programs would have implied the risk of failing to identify certain specificities that determined the effectiveness of Hamburg Airport’s communication (Kvale & Brinkmann, 2009, p. 199).

Sampling of Newspaper Articles

Newspaper articles on Hamburg Airport-related themes published during 2005-

2009 were the statistical population from which I had to draw samples. Principally, increasing sample sizes minimizes statistical standard errors (Aczel & Sounderpandian,

2006, p. 266). Accordingly, an evaluation of all articles published in the above-mentioned epoch would have been the optimal strategy. However, according to my rough

75 anticipative estimation, the coding of all these newspaper articles would have lasted too long.

Therefore, scaling down the sample size was necessary. My criterion for doing so was to determine what was the “acceptable estimate of an unknown population parameter” (Riffe, Aust, & Lacy, 1993, p. 133). Consequently, I had to find the right compromise between accuracy and affordability. Studying the relevant scholarly literature, I discovered contributions that showed certain similarities to this study.

Riffe et al. (1993) elaborated that “two constructed weeks per year … would be efficient and representative” (p. 139) for a 1-year period. Based on the Central Limits

Theorem, Lacy, Riffe, Stoddard, Martin, and Chang (2001) proved that 9 weeks per year of analysis could yield better results for a 5-year period than 10 constructed weeks (p.

840).

Berry et al. (2007) selected one week of newspaper issues per quarter for each year of the inquiry period (p. 38). Scharrer (2002) selected every fourth story from the

Lexis Nexis database for a 4-month period, equaling 371 articles. Niven (2003) surveyed the favorability of newspaper coverage of members of the U.S. Congress who had switched parties. He drew a 5% sample from a population of 4,140 articles (p. 316).

Obviously, scholars pursued different sampling strategies. Nevertheless, some general rules emerged from their studies. Complexity of the relationships among variables was a crucial criterion (e.g., Hester & Dougall, 2007). The frequency of similar

“units of texts” (Krippendorff, 2004, p. 122), on the other hand, allowed selecting comparatively small sample sizes.

76 With this in mind, I assumed that both frequency and complexity of similar units would be medium high in this case. However, the problem remained that I did not know the size of the population. Therefore, I needed its approximate standard deviation.

Lacking other indicators, I estimated the standard deviation, using the thumb rule that

Aczel & Sounderpandian (2006) suggested (p. 267).

Accordingly, one fourth of the Likert-type scale’s spread would be an appropriate

2 2 2 approximation. In this case, it was 1.00. According to the formula n = Z α/2σ /Β (Aczel

& Sounderpandian, p. 267), the sample size had to be at least 1,962/0,01 = 384. Hereby, I assumed a bidirectional effect of media influence, a confidence level of 95%, and a 10% margin of error.

According to my recollection of how many articles were published on Hamburg

Airport-associated themes, two constructed weeks for each half-year would have been sufficient. Due to my admittedly imprecise recollection, this would not have been a reliable sampling strategy. Therefore, I had to take precautions for producing a statistically more reliable approximation than the application of the thumb rule could provide.

Consequently, I chose a strategy of iterative approximation. The computation of the standard deviation of the population would become increasingly accurate with the progress of my coding endeavor. On the other hand, I needed a rough estimation as early as possible. This implied that I had to postpone the determination of the sample size and the appropriate number of constructed weeks. I decided that the day of my first visit to

Hamburg Airport’s newspapers archive would be the appropriate point in time.

77 Accordingly, immediately after IRB-approval, I analyzed all 28 articles archived in the first 20 folders of 2005 for favorability. This procedure delivered the standard deviation that allowed me to compute the first approximation to the minimum sample size. The result and its implications are described in chapter 4. Further measures for preparing data collection and analysis are depicted in the Codebook for Newspaper

Content Analysis (Appendix C).

Selection of Corporate Texts

Because of their uniqueness, analyses of corporate principles did not require sampling. From annual reports and corporate magazines, however, I drew samples.

Accordingly, I analyzed the annual reports 2005-2009 for references to sustainability.

From corporate magazines, I analyzed only the issues 2009-2010. This was due to time and budget constraints. Descriptions of the volumes of texts in chapter 4 make this plausible.

Selection of Interviewees

Aligned to the research questions, I selected participants for semistructured interviews purposefully. In order to get a robust basis for conclusions, I interviewed

Hamburg Airport-internal participants and protagonists of all critical stakeholder groups.

Five internal and six external individuals participated. Criteria for purposefully selecting participants were divergence of opinions, expertise in sustainability-associated issues, and critical stances towards Hamburg Airport.

According to these criteria, I selected the following participants. Hamburg

Airport-internal participants were protagonists of finance and controlling, legal services,

78 environmental protection, corporate communication, and the neighborhood ambassadors.

Hamburg Airport-external participants were a civil servant of the Ministry of Economy of the Free and Hanseatic City of Hamburg, a protagonist of the local chamber of commerce, a representative of the Noise Protection Agency (NPA), and a member of the

Noise Protection Committee.

In addition, I interviewed a representative of the Notgemeinschaft der Flughafen-

Anlieger Hamburg e. V. (Registered Emergency Association of Neighbors of Hamburg

Airport). Finally, I interviewed a neighbor of Hamburg Airport who was not a member of any noise protection group. All airport-external participants were legally and economically independent of Hamburg Airport. Unfortunately, I could not realize my plan to interview a protagonist of the BUND, a nongovernmental environmental organization. This was due to schedule problems.

All selected participants agreed to participate in interviews. Preparing the interviews, I conducted with each of them a telephone conversation in which I acquainted them with the content of the Form of Consent (Appendix F). All participants had signed this form before the interviews began. No participant drew back from the interview or refused to answer questions of the List of Interview Questions (Appendix E).

Participants’ answers were kept confidential, what in this context meant: I am the only person who can identify who said what. Furthermore, I observed all other precautionary measures that were subject of the IRB approval. Particularly, I did not inform participants about what their peers had answered.

79 Although the number of interviewees was small, I expected that the expertise obtainable from internal and external participants would be sufficient for answering the research questions. In a sense, my interview strategy resembled creative techniques, usually applied in expert panel based research. However, I did this in a less formal manner than, for instance, the application of the Delphi-method would have required

(Keil, Tiwana, & Bush, 2002; Woudenberg, 1991).

Furthermore, the emphasis of this study was not on gaining statistical proof from a broad database. Instead, it was on obtaining deep insights in the social mechanisms behind corporate reputation. Very likely, more than five internal and six external participants would not have revealed new threads of arguments. Consequently, my purposeful selection of participants fulfilled the criterion methodical saturation (Corbin

& Strauss, 2008, p. 263).

Finally, another rationale for selecting only 12 participants was that the here relevant contradictory positions had already been subject of intensive public discussions for more than a decade. Arguments in favor of or against aircraft noise had turned into rigid positions. Consequently, a repetition of arguments in favor of or against Hamburg

Airport’s current relationships with critical stakeholders would very likely occur after only few interviews.

Also important in this context, statements of the participants very likely depended more on their roles rather than on intellectual creativity or other randomly distributed characteristics. Second, interviews were only one of the triangulated methods and instruments applied in this study. Third, the conduction, recording, analysis, and thick

80 descriptions of the outcomes of more than 11 interviews would have exceeded my time and financial budgets.

Eventually, all participants had broad knowledge of the implication of aircraft noise exposure. This constellation allowed formulating standardized questions in advance

(Miles & Huberman, p. 17; Singleton & Straits, p. 251). The introduction to the List of

Interview Questions (Appendix E) freed me from being rigidly restricted to posing only the listed questions. This was in alignment with the IRB approval.

Strategies for Securing Scientific Persuasiveness

Strategies for securing validation and reliability of qualitative research minimize risks of lacking “credibility, transferability, dependability, or conformability” (Lincoln &

Guba, 1985, p. 300). In quantitative research, the respective terms are “internal validity, external validity, reliability, and objectivity” (Creswell, 2007, p. 202). In this context relevant, the mixed methods approach of this study implied that terminological consistency would not be achievable throughout the entire study. Therefore, I used the term persuasiveness.

To secure scientific persuasiveness, I applied case study specific methods. Most important, methodological, methodical, and within method, respectively, instrumental triangulation minimized the risk of lacking persuasiveness (Creswell & Plano Clark,

2007; Singleton & Straits, 2005; Yin, 2003). Combining qualitative and quantitative methods belonged to the first type. Consecutive analyses of corporate documents, newspaper coverage, and interviews belonged to the second type. Analyses of eight types

81 of corporate documents and interviewing participants from seven stakeholder groups belonged to the third type.

Furthermore, I followed the checklists that Stake (1995, p. 131) and Creswell

(2007, p. 218) published in order to keep persuasiveness high. Moreover, I exhaustively described recording practices, coding procedures, as well as data collection and analyses

(Creswell, 2007, p. 207). This also helped keep persuasiveness high.

In interviews, I did not pose ambiguous questions. Secondly, I avoided errors that

Singleton and Straits (2005) termed “reactive effects” (p. 255). My mere awareness of the risk of emotional intimacy helped minimize the risk. Before each interview, I evaluated the impending risk of reactive effects, and where necessary, discussed the risk with the prospective interview partner.

Moreover, I applied a number of other measures. First, the self-imposition of disclosure of potential sources of bias helped secure scientific accuracy, honesty, and integrity (Creswell, 2009, p. 192). Second, I produced a log sheet (Whittemore, Chase, &

Mandle, 2001). Third, I discussed my intermediate conclusions with a panel of executives from Hamburg Airport (Creswell, 2009, p. 191).

In addition, to avoid bias due to my familiarity with the social setting, I had an intensive discussion with a German professor emeritus of the Helmut Schmidt University.

Subjects of this discourse were methods and empirical findings. His specialization is organizational development. At the time of our discourse, he was living in Hamburg.

Finally, I applied the following strategies recommended by Yin (2003). First, I leaned on peer-reviewed scholarly literature concerning the appropriateness of

82 communicative measures (p. 111). Second, common sense in combination with my knowledge of the social setting was a strong instrument for supporting conclusions and excluding rivaling factors (p. 112; Singleton & Straits, 2005, p. 59). Third, analytical generalizability substituted for statistical evidence concerning transferability of this study’s findings to other airports or even other industries (Yin, 2003, p. 38).

Potential Ethical Issues

Involvement of individuals from various professional backgrounds and from various departments of Hamburg Airport LLC in semistructured interviews implied the risk of violation of ethical research standards (e.g., Creswell, 2009, p. 87; Punch, 2005, p.

276). This also applied to civil servants working for Ministries of the Free and Hanseatic

City of Hamburg and to employees of associations. Answers given by those subjects might contradict official corporate or political strategies or opinions. Moreover, intended or unintended disclosure of interview content to third parties could cause negative impacts on interviewees’ careers (Creswell, 2009, p. 90; Punch, 2005, p. 276).

Therefore, I had to protect participants against any intentional or unintentional disadvantages that could result from my activities directly or indirectly associated with the research project. I did this in compliance with Walden University’s IRB policy.

Concerning the interviews, I took particular care that the promise of confidentiality articulated in the form of consent protected the participants.

Furthermore, I collaborated with Hamburg Airport-internal participants and other executives based on a letter of cooperation and a data use agreement that the Speaker of

Hamburg Airport’s Board of CEOs had signed. These documents secured a smooth

83 collaboration with interviewees and allowed me to mention Hamburg Airport as the research site in this study. These documents additionally minimized the risk of sanctions against airport-internal participants.

Apart from the measures listed in the Form of Consent (Appendix F) a copy of which each participant signed before the interview, I applied all other protective measures that were subject of the IRB approval. Accordingly, I documented precautionary measures for securing ethical research. Finally, I committed myself to keeping two copies of all data and analyses, records, log sheets, and hand notes in separate places for, at least, five years after graduation.

Chapter 4: Results

Overview

In chapter 1, I described the reputational challenges to major airports. From this problem, the central research question of this study emerged: How effective is Hamburg

Airport’s communication with its critical stakeholders regarding aircraft noise? In chapter

2, I provided an overview of the theoretical support. In chapter 3, I presented various types of quantitative and qualitative methods. Triangulation was identified as a crucial strategy for securing scientific persuasiveness. Furthermore, I described the instruments, presented the sampling and coding procedures, and delineated the hermeneutical concept.

Now, in this chapter, I deliver the results. They originate from the following empirical endeavors. First, analyses of Hamburg Airport’s corporate documents answered how Hamburg Airport presented itself regarding its commitment to sustainability.

Second, a quantitative newspaper content analysis evidenced how the favorability of articles on Hamburg Airport-associated themes developed. Third, semistructured interviews revealed Hamburg Airport-associated perceptions and expectations of protagonists of critical stakeholder groups and company-internal participants. I carried through my empirical endeavors in compliance with the Walden IRB (approval # 03-28-

11-0020300).

Procedural Specificities

Appended to this study are tables that contain collected data to which I refer hereinafter (Tables G1-G42, H1-H26, J1-J3, K1-K23, L1-L7). Furthermore, samples of hand notes that I produced during data collecting procedures are also appended

85 (Appendixes M and N). This manner of exhaustively and meticulously connecting text with collected data secured replicability and other researchers’ opportunity to retrace my results. For all types of qualitative content analyses, I applied identical matrixes

(Appendix D).

In various steps, I condensed the segments of text into concise phrases and ultimately into patterns of communication, of perceptions and expectations, and of other typicalities or particularities (Tables G30-G42, H12-H26). From these matrixes, I distilled those that I integrated into the text of this study (Tables 1-4). Shortly after

Walden University’s IRB approval, I received electronic files of corporate principles.

This took place on March 30, 2011. On this day, I also obtained copies of the annual reports 2005-2009 and corporate magazines 2009-2010.

Translations, excerpts of text segments and coding of the corporate principles lasted until April 4, 2011. I fragmented the texts into 32 segments that referred to sustainability or other themes I considered relevant to the research problem. I limited each excerpted segment to one line of minimum four and maximum 11 words written in

10-point Times New Roman typeface (Tables G1-G3). According to my log sheet, this empirical step lasted approximately 25 hr.

Subsequently, I scanned Hamburg Airport’s annual reports, magazines, and its website for references to sustainability and other themes I considered relevant to the research problem. The volume of text to scan was equivalent to approximately 1,000 pages in Walden dissertational format. I fragmented the texts into 755 segments, each limited to one line of minimum three and maximum 12 words written in 10-point Times

86 New Roman typeface. Matrices of coded text segments are appended to this study

(Tables G4-G29). According to my log sheet, this occurred between April 5, 2011 and

April 21, 2011. The coding lasted approximately 105 hr.

Semistructured interviews with five executives of Hamburg Airport and six protagonists of critical stakeholder groups took place on four days in April 2011 and five days in May 2011. The interviews lasted between 24 min and 58 min. I transformed approximately 7 hr audio taped interviews into segments of texts. I did this immediately after each interview. Hereby, I translated the excerpted text segments from German into

English. I produced 396 segments of text, each limited to one line of minimum four and maximum 14 words written in 10-point Times New Roman typeface (Tables H1-H11).

According to my log sheet, this empirical step lasted approximately 55 hr.

For conducting interviews with executives of Hamburg Airport, I used an office room at the airport. The interviews with airport-external participants took place in off- airport locations that were amenable to the participants and not accessible to the public.

Interviews with participants who had employee statuses took place outside working hours. This complied with the IRB approval.

All participants were well prepared. Obviously, they had thoroughly read the letters of invitation, copies of the form of consent, and the list of questions. They received these documents as files attached to email messages, as content of letters sent by the postal service, or as physical documents delivered to their offices by me. In any case, the documents reached the participants a week before the interviews took place.

87 Before the interviews began, participants signed two copies of the Forms of

Consent (Appendix F). Furthermore, all participants consented to tape recording.

Moreover, I assured participants verbally that they could withdraw from interviews without explanation and that they would not risk any disadvantages if they decided to do so. During the interviews, participants asked very few comprehension questions. Guiding questions were only sporadically necessary.

Moreover, I quantitatively analyzed 271 newspaper articles for favorability. I worked on it from April 11, 2011 to April 15, 2011. I produced an SPSS spreadsheet that

I exported to MS Excel. Subsequently, I transformed the MS Excel content into an MS

Word document. I appended it to this study (Table J3). I also appended data used for computing the correct minimum size of the newspaper sample in a pilot test (Table J1).

According to my log sheet, this empirical step lasted approximately 40 hr.

Furthermore, I appended a list of randomly selected numbers to this study (Table

J2). I used these numbers as ordinals that indicated the umpteenth weekday on which the sampled newspaper articles appeared. Moreover, I have to mention that I translated all segments of texts from German into English with the exception of most of those I excerpted from the English columns of the hamburg airport magazine. The respective

English versions originate from Paul Compton, a professional translator hired by

Hamburg Airport.

At this point, I want to clarify one thing. Hamburg Airport’s communicative self- presentation partly consists of verbal statements that imply commitments. From an objective perspective, these commitments remain alleged ones as long as their

88 congruence with reality has not scientifically been proven. I rationalized the assumption of congruence with reality on page 19 of this study. I did not scientifically scrutinize the justification of this assumption. However, I made plausible the congruence with reality.

Finally, I translated the Form of Consent into German. Participants signed both versions. Second, I first formulated the interview questions in German and then translated them into English. Walden IRB authorized this translation procedure. Third, between

May 04, 2011 and July 03, 2011, I worked on the final versions of the analyses of corporate documents, newspaper articles, and interviews. According to my log sheet, this lasted approximately 150 hr. In parallel to this, I wrote drafts of parts of chapters 4 and 5.

Content Analyses of Hamburg Airport’s Corporate Principles

Hamburg Airport’s corporate principles became effective during 1997-2001. They do not include the term sustainability, respectively, the German word Nachhaltigkeit.

Nevertheless, they refer to the economic, environmental, and social dimensions of sustainability. The analysis of the corporate principles revealed the chracteristics of

Hamburg Airport’s self-presentation regarding commitment to sustainability.

The mission statement (Appendix A) underscores Hamburg Airport’s function as an enabler of mobility and as an integrator of the various modes of transport.

Furthermore, it highlights the role of the airport as a job creator. Moreover, it commits the company to protecting its natural environment. In addition, it imposes the task of cultivating good relationships with its neighbors on the management. Finally, it makes engagements in neighborhood projects mandatory to managers (Table G1).

89 The environmental principles commit the company to avoiding environmental damage. Furthermore, it obliges to parsimonious consumption of energy and natural resources. Moreover, it charges the company to provide transparency. This includes the yearly publication of a Noise Report and an Environmental Report, the latter published every three years. In addition, a general clause constitutes Hamburg Airport’s responsibility for nature. Finally, it invites stakeholders to exert criticism (Table G2).

Primarily, the management contrived the leadership principles for company- internal use. They give subordinates and superiors guidance. However, implicitly they also give direction to superiors and subordinates how to represent the company externally. In this respect, they prepare employees for serving as corporate ambassadors

(Grant, 2007) who convey sustainability-focused messages to critical stakeholders.

In sum, the corporate principles conveyed the following core messages: Hamburg

Airport is committed to using its economic strength to enable mobility and global connectivity, and it creates secure jobs (Table G30). Furthermore, it is committed to preserving nature, using natural resources parsimoniously, protecting the diversity of species, and avoiding pollution (Table G31). Moreover, it is committed to cultivating harmonious relationships with its neighbors and engaging in social and philanthropic projects (Table G32).

Content Analysis of Annual Reports 2005-2009

The German Commercial Code (BGBl. III, RN 4100-1) requires the publication of certain corporate figures. This is comparable to the Sarbanes-Oxley Act of (Public

Law 107-204, July 30, 2002, 116 Stat. 745). Apart from this, companies use annual

90 reports for favorable self-presentations. So did Hamburg Airport in the epoch under scrutiny.

In pursuance of this objective, the analyzed annual reports showed between 45 and 61 appealing photos. The space used for interviews increased from 2 pages in 2005 to

12, 14, and 16 pages during 2007-2009. The company continuously improved the quality of the reports’ artistic design. The reports informed stakeholders and the public in a fact- bound, unemotional epic style. Ninety-six percent of the excerpted segments related to

Hamburg Airport. Thirty-three percent of the 129 excerpted segments referred to economic, 35% to social, and 20% to environmental issues. The rest covered other themes that I considered potentially relevant.

A detailed qualitative analysis produced the following results: The reports explicitly or implicitly referred to customer-orientation nine times. Furthermore, they described the company’s manifold efforts to attract new airlines, its endeavors to increase the frequency of flights, and the introduction of additional destinations. Moreover, they evidenced that Hamburg Airport was aware of the interdependence between its economic strength and its capacity to satisfy the regional demand for mobility (Table G33).

The reports referred to a broad variety of measures that had positive impacts on the environment. Among them were the investment of €35 million in noise abatement, incentivizing airlines to use wide-body aircraft, increased passenger load factors, considerable noise reduction, and a roof protection program. Furthermore, the airport tested a tug powered by a hydrogen fuel cell. The implementation of the Advanced

Surface Control System (ASMCS) helped reduce carbon dioxide emission (Table G34).

91 Moreover, advanced recycling techniques increased waste reduction. In addition,

Hamburg Airport persuaded airlines to comply with curfew rules more strictly than in the past. A new concept of master planning committed the company to reconciling functional requirements with high ecological standards. Finally, the achievements of ISO 14.001 and EMSA certifications showed the company’s commitment to environmental sustainability (Table G34).

The introduction of the term Airport Family symbolized the commitment to sociality. The involvement of business partners and authorities in the planning phase of the expansion programs went into a similar direction. Another important cornerstone of this philosophy was the commitment to cultivating truthful relationships with employees, employer associations, the works council, and the unions. Furthermore, socializing events culminated in the Aviation Days that presented the oldest, the smallest, the biggest, and the technologically most advanced aircraft types, (Table G35).

Moreover, Hamburg Airport offered a kindergarten and vacation camps for its employees and employees of the companies and authorities that belong to the Airport

Family. In addition, Hamburg Airport installed a high-tech lightning alarm system, 66 emergency telephones, and the same number of defibrillators. Finally, the company made philanthropic payments to neighborhood projects and neighboring sports clubs (Table

G35).

In sum, the annual reports 2005-2009 conveyed the following core messages:

Hamburg Airport is committed to enabling mobility and global connectivity to business and leisure travelers, striving for sound economic growth, and contributing to public

92 welfare (Table G33). It is committed to investing in noise abatement, reducing air pollution, and using natural resources prudently (Table G34). It is committed to socializing with its neighbors and the public at large, caring for its employees, and engaging in social projects (Table G35).

Content Analysis of Hamburg Airport’s Corporate Magazines

Introductory Remarks

Subject of exploration were copies of corporate magazines published during

2009-2010. The main target group of the approximately 50-page DIN A4 magazine ham.airport magazine that appears in German and English are passengers. The main purpose of the 8-page DIN A3 magazine follow me is to inform employees of Hamburg

Airport and its subsidiaries about corporate life. The 12-page DIN A3 magazine

Hamburg Flughafen targets citizens who are living in the neighborhood of the airport.

In 2010, Hamburg Airport disseminated 100,000 copies of the ham.airport magazine twice a year, 3,000 copies of the magazine follow me four times a year, and

340,000 of the Hamburg Flughafen magazine four times a year. In addition, ham.airport magazine is downloadable from Hamburg Airport’s website.

References to Sustainability in ham.airport magazine

Fifteen percent of the excerpted segments directly related to Hamburg Airport.

Sixty-eight percent of the 68 segments referred to leisure activities, including sport, entertainment, as well as health and wellness. Fifteen percent were attributable to either corporate identity or historical facts. References to economic sustainability were

93 negligible. The rest covered other themes that I considered potentially relevant in connection with sustainability issues.

A detailed qualitative analysis evidenced the following results. One of the issues mentioned the achievements of ISO 14.001 and EMSA certifications. A 4-page article described the activities of a beekeeper and a hunter. Furthermore, a contribution on

Hamburg’s quality as a “green oasis” (Table G37) highlighted environmental sustainability.

Other articles referred to social sustainability. One of these articles described a traveler’s contribution to rescuing elephants in South East Asia. Articles also referred to an improved staff concept for deicing operations, an outstanding CEO career, and the introduction of a special high-loader for lifting disabled passengers to aircraft doors

(Table G38).

References to Sustainability in follow me

Ninety-five percent of the excerpted segments related to Hamburg Airport. Fifty- six percent of the 211 excerpted segments referred to the social dimension of sustainability. Ten percent referred to the economic dimension of sustainability; environmental messages accounted for 6%. The rest covered themes that referred to either corporate identity or historical facts.

A detailed qualitative analysis evidenced the following results. Excerpted text segments that referred to economic themes were the acquisitions of new destinations, the

2008 economic crisis, and the recovery of the aviation industry from the 2008 economic crisis (Table G36). Other segments that referred to economic sustainability were the

94 Hamburg Aviation Conference, the opening ceremony of the Airport Hotel, high numbers of passengers on the city–airport train, the attractive buying atmosphere in the Airport

Plaza, the winning of a marketing award, and ash clouds that curbed traffic volume

(Table G36).

Issues of environmental relevance were acoustic bird controls, an award for environmental awareness, the optimization of ground power units, the “Busy Bee” campaign, green programs, bees as bio-detectives, the accreditation as carbon oxide reduced airport, and a report on a conference the subject of which was energy saving

(Table G37).

References to the social dimension of sustainability were another focus. The activities of the Neighborhood Ambassador were subject of seven articles. Other themes were an invitation to attend non-smoking seminars, the encouragement to engage in honorary work, working place safety and security, as well as enhancing convenience for passengers with restricted mobility (Table G38).

Furthermore, social sustainability-related statements referred to the demand for blood donations, an initiative for making Christmas presents to young cancer patients, an airport donation for Haiti, health services offered to employees, executives’ engagements in social institutions, a charity donation, and the installation of defibrillators and emergency telephones. Moreover, the analysis revealed 22 references to Hamburg

Airport’s role as a caring employer (Table G38).

95 References to Sustainability in Hamburg Flughafen

Fifty-nine percent of the excerpted segments were directly, 23% indirectly, and

18% not at all related to Hamburg Airport. One fifth of the 249 excerpted statements featured suburbs, organizations, or personalities. Twelve percent of the segments referred to economic, 10% to environmental issues, and 30% to either leisure or mobility related themes. The rest addressed either corporate identity or historical facts.

A detailed qualitative analysis evidenced the following results. Among the statements that directly addressed economic sustainability were the airport’s expansion program, politicians who stressed Hamburg Airport’s economic importance for the metropolitan region, the airport’s role as a job generator, and its recovery from the impacts of the economic crisis 2008 (Table G36).

Furthermore, other statements referred to economic sustainability indirectly.

Among such references were the increasing demand for maintenance services, the regional production of aircraft spare parts, German Wings’ growth rates, the good capacity utilization at the Lufthansa Technical Base, and the delivery of the 6,000th airbus

(Table G36).

During the epoch under scrutiny, the magazine published 12 articles on environmental themes. They addressed ISO 14.001 and EMSA certifications, an apology for temporary noise exposure, the Green Airline award, a decrease of night flights, an award for exemplary noise abatement and environmental protection, ground radar that helped save fuel, the company’s partnership with Green Capital, and claims for strict flight path control (Table G37).

96 The focus of Flughafen Hamburg was also on social sustainability. The magazine referred to 16 social projects or events. Among them were the following themes: a child safety seminar, the cosponsoring of a holocaust survivors’ flight to Israel, and a project that gave civil courage an artistic face. Other issues were the airport’s support for a kindergarten, paramedics’ provision of first aid and reanimation, the installation of emergency telephones and defibrillators, children visiting a cockpit or enjoying a day at the airport, the company’s care for 50 apprentices, and the airport’s celebration of its

100th birthday (Table G38).

In sum, the corporate magazines conveyed the following core messages: Hamburg

Airport invests in expansion programs in order to meet the demands for mobility and global connectivity, takes the role of a job creator, and contributes to public welfare

(Table G36). It is committed to preserving nature, investing in noise abatement, avoiding air pollution, and using natural resources parsimoniously (Table G37). The company supports neighborhood projects, gives donations to charity organizations, encourages executives to engage in social projects, and features organizations and individuals who are setting good examples of social engagement (Table G38).

Content Analysis of Hamburg Airport’s Website

At the time of my analysis, Hamburg Airport’s website offered links to the domains Passengers & Visitors, Business & Partners, and Company as well as quick links for passengers who intended to embark at Hamburg Airport. The website also made press releases, the Environmental Statement 2008, and the Noise Reports 2007-2009 available to the public. Furthermore, Hamburg Airport’s website invited users to

97 participate in a survey on customer-friendliness. Moreover, it offered a link labeled

Contact. This link opened a one-way channel of communication. I analyzed the company’s website on April 06, 2011. The analysis lasted approximately 5 hr.

A detailed analysis of the 39 press releases disseminated in 2009 evidenced the following results. Releases on Hamburg Airport’s investment in the expanding program and the additional investment of €40 million in the improvement of passenger convenience referred to economic sustainability (Table G39). References to environmental issues were the winning of an environmental award, the maiden flight of a hydrogen-powered aircraft, the decrease of night flights, and the role of bees as air pollution indicators (Table G40). Subjects of social relevance were a charity donation, the company’s care for job security, and the neighborhood ambassador’s activities (Table

G41).

The Environmental Statement 2008 informed the public about the company’s environmentally relevant stances and behaviors. Among the themes were the exclusion of economic success on the cost of the environment, taking neighbors’ concerns seriously, noise abatement efforts, and the reduction of various types of emission (Table G42).

In sum, Hamburg Airport’s website conveyed the following core messages:

Hamburg Airport is committed to investing in meeting the regional demand for mobility and global connectivity (Table G39). It is committed to transparency, minimizing noise exposure, using natural resources parsimoniously, reducing air pollution, and restoring nature where it was harmed by airport-induced measures (Tables G40 and G42). It is committed to engaging in social and philanthropic projects, cultivating good

98 neighborhood relationships, promoting other organizations’ social initiatives, and caring for its employees (Table G41).

Constancy, Consistency, and Coherency of Corporate Communication

Table 1 shows that Hamburg Airport disseminated messages about its economic behavior in a constant, coherent, and consistent manner. Core statements excerpted from corporate principles, annual reports, corporate magazines, and the corporate website convey the following central message: Hamburg Airport uses its economic strength for satisfying the demand for mobility, contributing to public welfare, and creating jobs.

Table 1

Patterns of Communication: Economic Sustainability

Category: Economic Sustainability Central Corporate Message

Corporate Principles Hamburg Airport’s economic strength enables mobility, is a prerequisite for global connectivity, and benefits the creation of secure jobs.

Annual Reports 2005-2009 Hamburg Airport is committed to enabling mobility and global connectivity to business and leisure travelers, sound economic growth, and contributing Hamburg Airport uses its economic strength for to public welfare. satisfying the demand for mobility, contributing to public welfare, and creating jobs. Corporate Magazines 2009-2010 Hamburg Airport is committed to investing in expansion programs in order to meet the demands for mobility and global connectivity, taking the role of a job creator, and contributing to public welfare.

Press Releases 2009 Hamburg Airport is committed to investing in meeting the demand for mobility and global connectivity.

Note. Table 1 reveals how the central corporate message was distilled from messages that Hamburg Airport disseminated to its stakeholders and the public through various communicative channels.

99 Table 2 shows that Hamburg Airport disseminated messages about its environmental behavior in a constant, coherent, and consistent manner. Core statements excerpted from corporate principles, annual reports, corporate magazines, and the corporate website conveyed the following central message: Hamburg Airport is committed to minimizing noise-exposure, using natural resources parsimoniously, reducing emission, and preserving and restoring of nature.

Table 2

Patterns of Communication: Environmental Sustainability

Category: Environmental Sustainability Central Corporate Message

Corporate Principles Hamburg Airport preserves nature, consumes resources parsimoniously, protects the diversity of species, and avoids pollution.

Annual Reports 2005-2009 Hamburg Airport is committed to noise abatement, reduction of pollution, and prudent use of natural resources.

Corporate Magazines 2009-2010 Hamburg Airport is committed to minimizing noise Hamburg Airport is committed to preserving nature, exposure, using natural resources parsimoniously, noise abatement, avoidance of pollution, and reducing emission, and preserving and restoring parsimonious consumption of natural resources. nature.

Press Releases 2009 Hamburg Airport is committed to noise abatement, care for nature, reduction of pollution, and promotion of other organizations’ respective initiatives.

Environmental Statement 2008 Hamburg Airport is committed to transparency, minimizing noise exposure, parsimonious consumption of natural resources, reduction of pollution, and restoring nature.

Note. Table 2 reveals how the central corporate message was distilled from messages that Hamburg Airport disseminated to its stakeholders and the public through various communicative channels.

100 Table 3 shows that Hamburg Airport disseminated messages about its own and others’ social behaviors in a constant, coherent, and consistent manner. Core statements excerpted from corporate principles, annual reports, corporate magazines, and the corporate website conveyed the following central message: Hamburg Airport supports social projects, cultivates good relationships with its neighbors, cares for its employees, and encourages employees and partners to engage in social work.

Table 3

Patterns of Communication: Social Sustainability

Category: Social Sustainability Central Corporate Message

Corporate Principles Hamburg Airport strives for cultivating harmonious relationships with its neighbors and engages in social and philanthropic projects.

Annual Reports 2005-2009 Hamburg Airport is committed to socializing with its neighbors and the public at large, caring for its employees, and philanthropic engagements. Hamburg Airport supports social projects, cultivates good relationships with its neighbors, cares for its Corporate Magazines 2009-2010 employees, and encourages employees and partners Hamburg Airport is committed to supporting to engage in social work. neighborhood projects, giving donations to charity organizations, encouraging its executives to do the same, and featuring organizations and individuals who set respective examples.

Press Releases 2009 Hamburg Airport is committed to philanthropic engagement, cultivating good neighborhood relationships, promotion of other organizations’ respective initiatives, and caring for its employees.

Note. Table 3 reveals how the central corporate message was distilled from messages that Hamburg Airport disseminated to its stakeholders and the public through various communicative channels.

101 Content Analysis of Semistructured Interviews

Introductory Remarks

The qualitative analysis of participants’ statements helped answer to the following research subquestions: How do protagonists of critical stakeholder groups perceive

Hamburg Airport’s commitment to sustainability? What do protagonists of critical stakeholder groups expect from Hamburg Airport regarding sustainability? How do executives of Hamburg Airport perceive the company’s self-representation?

All participants were members of the public at large. However, in their specific roles, which made them interesting as interviewees, they belonged to stakeholder groups

(Mitchell et al., 1997), respectively, airport publics (Well & Young, 2004). Most likely, all of them were sporadic or permanent newspaper readers.

Five of the participants worked for Hamburg Airport; six were protagonists of airport-external stakeholder groups. Initially, I intended to conduct interviews with seven airport-external participants. However, this was not possible. Because of tight agendas, none of the prospected protagonists of environmental groups could follow my invitation.

Hamburg Airport-associated Perceptions and Expectations

My overall impression was that all interviewees shared the opinion that critical stakeholders weighed the airport’s beneficial effects with its adverse impacts. Without exception, airport-internal participants had almost consistent and positive perceptions of

Hamburg Airport’s self-presentation. The majority of external participants also had a prevalently positive perception of Hamburg Airport. The following condensations and aggregations of statements, originating from interviewees, evidenced this.

102 Participants’ answers to the question of how the public at large perceived

Hamburg Airport showed the following commonalities:

Hamburg Airport is an economically sound major airport that enables mobility for the region and is easily accessible. It creates jobs and treats its employees fairly. It engages in social projects. On the other hand, it is responsible for pollution and noise.

However, it preserves nature and its resources where it is affordable and reasonable. It invests in noise abatement programs (Table H12). Two airport-external participants said that many citizens say, “This is our airport” (Table H12).

Participants’ answers to the question of how the community perceived Hamburg

Airport showed the following commonalities:

Hamburg Airport is a profitable company that enables mobility, provides good services, engages in social projects, and cares for its neighbors’ needs. It is an important taxpayer, a job generator, and an employer who treats its employees fairly. It maintains good relationships with authorities and politicians. It is a gateway to the world (Table

H14).

With regard to statements about neighbors’ perceptions, the interviewees divided into two camps, respective of the stakeholder groups to which they belonged. The statements of participants affiliated with Hamburg Airport, the community, the noise protection agency, or the chamber of commerce showed the following commonalities:

Hamburg Airport is unavoidable. It implies noise exposure that affects the quality of the lives of residents who are living in the neighborhood. On the other side, it has done a lot to reduce noise exposure and air pollution. Its efforts improved compliance with

103 curfew rules. Furthermore, it takes complaints of noise-affected neighbors seriously

(Table H16).

Statements of a protagonist of airport neighbors, a member of the noise protecting committee, and of a noise-protecting group, on the other hand, showed the following commonalities:

Hamburg Airport prioritizes economic interests over its neighbors’ legitimate desire for undisturbed enjoyment of outdoor leisure activities. Neighbors have ambivalent stances towards the airport. They fear increases in noise. Furthermore, the airport’s vicinity to residential areas evokes conflict potential (Table H16).

Participants’ answers to the question of how environmentalists perceived

Hamburg Airport showed the following commonalities:

Hamburg Airport is responsible for pollution and noise. On the one hand, it strives for minimizing environmental damage and caring for the needs of its neighbors.

On the other hand, it does not reduce cardiac health risks by banning evitable types of traffic (Table H18).

From these differently favorable perceptions of Hamburg Airport, I distilled the following constant, coherent, and consistent patterns of perception:

Hamburg Airport is economically successful, enables mobility, contributes to the wealth of the region, and creates many jobs. It engages in philanthropic, social, and neighborhood projects. It makes efforts to preserve nature, to abate noise, and to minimizes air pollution. Nevertheless, neighbors fear increase in nuisance. Furthermore, the airport’s vicinity to residential areas implies conflict potential. Despite sporadic

104 criticism, Hamburg Airport has obviously become a local landmark with which many citizens identify (Table H20).

In a similar manner, participants judged Hamburg Airport-associated expectations. Participants’ answers of the question of what the public at large expected from Hamburg Airport showed the following commonalities:

Hamburg Airport ought to enable mobility, offer affordable connections to

European cities, frictionless operations, quality services, provide convenience, and make access easy. Furthermore, it needs to act as a fiduciary of a partly state-owned publicly needed facility. Moreover, it has to invest in noise abatement programs, establish trustworthy partnerships with neighboring districts, reduce pollution, and engage in neighborhood projects. Eventually, it must treat its employees fairly (Table H13).

Participants’ answers to the question of what the community expected from

Hamburg Airport showed the following commonalities:

Hamburg Airport ought to enable mobility, secure long-term airport operations in

Hamburg, and coordinate its goals with those of the community. Furthermore, it needs to reconcile economic and ecological goals. Its communication must be transparent and objective. Finally, it should generate profit, must protect the environment, and should engage in social projects Table H15).

Participants’ answers to the question of what neighbors expected from Hamburg

Airport showed the following commonalities:

Hamburg Airport ought to minimize noise exposure. It needs to care for strict compliance with curfew rules, stand up for a just usage of flight paths, and increase

105 investment in noise abatement programs. It should interpret the scope of beneficiaries more generously than it was doing in the past. Hamburg Airport and the community should regard endurance of noise exposure as a sacrifice that deserved societal acknowledgment (Table H17).

Participants’ answers to the question of what environmentalists expected from

Hamburg Airport showed the following commonalities:

Hamburg Airport ought to be EMSA and ISO certified, reduce air pollution, ban evitable types of air traffic, and care for a just usage of flight paths. It needs to measure noise by criteria that consider the psychic impacts of noise exposure (Table H19).

The synopsis of Table 5 alleviates identifying patterns and the width of the perceptions–expectations gap.

Table 4

Synopsis of Patterns of Perceptions and Expectations

Patterns of Perceptions Patterns of Expectations

Hamburg Airport is expected to expand its role as Hamburg Airport is economically successful, enabler of mobility, secure long-term frictionless enables mobility, contributes to the wealth of the operations as a city-near airport, and remain an region, and creates many jobs. It engages in important taxpayer and job creator. It ought to philanthropic, social, and neighborhood projects. reconcile economic and ecological goals. Hamburg Airport is doing what it can to preserve Furthermore, it needs to engage in philanthropic, nature, to abate noise, and to minimizes air neighborhood, and social projects. Moreover, it has pollution. Nevertheless, neighbors fear increase in to preserve nature, invest in noise abatement nuisance. The vicinity to residential areas implies programs, and reduce air pollution. Neighbors and a conflict potential. The public at large perceives noise protection group claim fair usage of flight Hamburg Airport as a landmark with which citizens paths and application of noise measurement criteria identify, many of them saying, “This is our airport.” that consider psychological impacts. In addition, they expected increased investments in noise abatement measures.

106 Discussion of Commonalities, Differences, and Contrasts

The synopsis reveals that, in most respects, perceptions and expectations of protagonists of various critical stakeholder groups differed only in nuances. Among

Hamburg Airport-internal participants, commonalities were the rule, dissenting opinions the exception. However, external participants divided into two camps, respective of how strongly their affiliation with Hamburg Airport was.

The majority of participants, among them also the interviewee who was heavily affected by noise, unanimously acknowledged Hamburg Airport’s relevance as a job creator and contributor to the wealth of the region. Moreover, participants’ common perception, congruent with their expectations, was that Hamburg Airport engaged in social and neighborhood projects and made efforts to reduce noise exposure of its neighbors, minimized air pollution, and preserved nature.

One of the striking outcomes of the analysis was that a protagonist of noise- affected neighbors and a representative of the chamber of commerce congruously stated that Hamburg Airport was a landmark with which many citizens identified, by saying,

“This is our airport” (Tables H6, H8). On the other hand, opinions diverged concerning

Hamburg Airport’s willingness to fulfill neighbors’ claims.

On the one hand, Hamburg Airport-affiliated protagonists almost unanimously expressed that most neighbors acknowledged Hamburg Airport’s efforts to attenuate noise (Tables H3, H5, H7). Furthermore, representatives of Hamburg Airport, the community, the chamber of commerce, and the Ministry of Economy expected Hamburg

Airport to expand (Tables H6, H28).

107 On the other hand, many noise-affected neighbors evidently opposed to airport expansions (Tables H17, H19). One interviewee said that a very small minority of noise- affected neighbors even expected the relocation of the airport (Table H7). Furthermore, noise-affected neighbors expected changes in the usage of flight paths, prevention of increases in movements, and the introduction of noise measurement criteria that consider psychological impacts (Tables H7, H17, H19). Important in this context, according to my hand notes, changes in the usage of flight paths are not realizable. Apparently, the

Ministry of Economy did not want to abandon population density beneath flight paths as the only binding criterion for path selection.

Other Recognitions from Semistructured Interviews

Hamburg Airport-affiliated participants almost unanimously identified the new social media as a very important area in which Hamburg Airport ought to intensify its efforts (Table H23). Furthermore, participants mentioned Airport TV, financial success, care for bio-diversity, and memberships in NGOs as additional measures that could improve Hamburg Airport’s reputation (Table H22).

In this context, participants also mentioned sustainability reports, third parties’ telling of positive stories on the airport, and reports that reveal that Hamburg Airport keeps its promises. Increased frequency of contacts of CEOs with people in neighboring residential areas, a Hamburg Airport-affiliated participant added, would increase

Hamburg Airport’s acceptance considerably (Table H4).

Participants who represented neighbors and a noise protection group expected

Hamburg Airport to communicate self-critically instead of praising itself (Table H23).

108 Protagonists of Hamburg Airport-affiliated stakeholders mentioned encouragement of third parties to laud the airport. Furthermore, they recommended using airport employees as corporate ambassadors (Table H23).

Asked for the best arguments in favor of Hamburg Airport, participants mentioned the following things: economic success, contribution to regional wealth, and enabler of mobility. Furthermore, they mentioned Hamburg Airport’s convenient landside accessibility, its environmental awareness, its role as a job creator, and its capacity as a strong partner for social and environmental projects (Table H24).

The question of what Hamburg Airport-minded stakeholders could do to improve the airport’s reputation Hamburg Airport-affiliated participants answered as follows:

They ought to show how and why they identify with Hamburg Airport. Hereby, they should use their routine channels of communication (Table H25).

Moreover, participants mentioned the authenticity of Hamburg Airport’s environmental protection officer. They assumed that this person strongly contributed to minimizing conflict potential. They said that persistency in social engagements was crucial. Furthermore, they indicated that the number of members of the only still existing noise protection group was steadily decreasing (Table H26).

On the other hand, a member of the Noise Protection Committee and the protagonist of a noise protection group articulated that Hamburg Airport communicated in a manipulative manner about the usage of flight paths. Apart from this criticism, the protagonist of a noise protection group blamed Hamburg Airport for false statements on the roles of bees as bio-detectives (Table H26).

109 Although participants answered the question of how politicians would react to intensified protests against airports controversially, this did not require an in depth analysis. Only recently, Germany translated European legislation into federal law.

Therefore, politicians will supposedly wait whether the new rules prove themselves in practice before considering tighter laws. I did not know this when the interviews took place.

Finally, the protagonist of noise-affected neighbors expected Hamburg Airport to say, “We are sorry for the nuisance you are enduring” (Table H8). This would be the least the airport should do to express respect for those who suffer from aircraft noise. Another

Hamburg Airport-affiliated participant said that reputation building requires that the company’s representatives be ready for “bearding the lioness in her den” (Table H6).

Newspaper Content Analysis

Introductory Remarks

The newspaper content analyses revealed how the half-year means of favorability of articles on Hamburg Airport develop during 2005-2009. Subject of the analysis were

271 randomly selected articles published by the five regional newspapers of highest circulation in Hamburg. For all statistical computations, I regarded a level of confidence of 95% as sufficient. The evaluation of favorability occurred on a 5-point Likert-type scale.

For a practical reason, I restricted the coding of the prominence of articles to three instead of initially intended five gradations on the Likert-type scale. This was due to my discovery that prominence meant different things respective of the newspaper of

110 publication. Therefore, I unified very high and high as well as very low and low into high, respectively, low. Any differentiation more sophisticated than this would not have produced additional accuracy.

As announced in chapter 3, I first analyzed all articles archived in the first 20 files of 2005. These files contained 28 articles published in the first nine weeks of the year.

This considerably deviated from what I recalled as the usual number of daily-published articles.

Consequently, I resumed the iterative process of computing the minimum sample size. After coding the 28 articles according to the criteria defined in the Codebook for

Newspaper Content Analysis (Appendix C), I calculated the standard deviation in a pilot test (Aczel & Sounderpandian, 2006, p. 267). The result was 0.74 (Table 5).

Table 5

Pilot Test’s Mean and Standard Deviation

Descriptive Statistics

N Mean Std. Deviation Favorability 28 3.4643 .74447 Valid N (listwise) 28

2 2 2 According to the formula n = Z α/2σ /Β (Aczel & Sounderpandian, p. 268), the minimum sample size was n = 1.962*0.742/0.12 = 211. Starting from this result, I determined that six constructed weeks would be appropriate.

Accordingly, I drew a sample of 271 articles. The standard deviation calculated for all 271 articles was 0.85 (Table 4). Once more, I used the above formula. This new iterative computation produced a minimum sample size of n = 1.962*0.852/0.12 = 277.

111 With respect to the small difference, I regarded this iterative approximation as sufficiently accurate.

Table 6

Iterative Computation of Mean and Standard Deviation

Descriptive Statistics

N Mean Std. Deviation Favorability 271 3.2657 .85390 Valid N (listwise) 271

Eventually, the sample of 271 articles meant that I selected every fourth of all articles published in the five regional newspapers of highest circulation in Hamburg in the epoch under scrutiny. Under the aspects of absolute and relative size, my sampling strategy was similar to that applied by Scharrer (2002) who studied the favorability of newspaper coverage of Hilary Rodham Clinton’s electoral campaign for a seat in the U.S.

Senate.

Correlations and Frequencies

Tables J1-J3 contain coded data. Tables K1–K23 and L1–L7 show further statistics that were relevant for this study, some of them for executing auxiliary computations.

Figure 4 shows the curves of the developments of the means of the variables favorability and prominence of articles published on Hamburg Airport-associated themes by the five regional newspapers of highest circulation in Hamburg during 2005-2009.

The values of the means of favorability and prominence originated from SPSS-aided computations (Table K1). The upper, blue curve shows the development of the means of

112 favorability, the lower, red one that of the means of prominence. The data points mark the ends of the half-year periods for which the means of favorability, respectively, prominence were calculated.

113

Figure 4. Curves of the Means of Favorability and Prominence

The low value of the Pearson Correlation (0.018) (Table 7) evidenced that the variables prominence and favorability did not correlate in a statistically relevant manner.

Table 7

Pearson Correlation of Means of Favorability and Prominence

Correlations

Prominence of the Article Favorability Prominence of the Article Pearson Correlation 1 .020 Sig. (2-tailed) .956 N 10 10 Favorability Pearson Correlation .020 1 Sig. (2-tailed) .956 N 10 10

Note. The Pearson Correlation (0.018) evidenced that the variables prominence and favorability did not correlate in a statistically relevant manner.

114 After having found that the means of favorability and prominence of articles did not correlate in a statistically significant manner, I focused on types of frequencies that would be suitable for drawing conclusions of practical value regarding Hamburg

Airport’s communication strategies. Hereinafter, follow the results.

The value of the mean of favorability of all articles published during the period

2005-2009 was 3.27 [0.85] (Table K2). With regard to the entire epoch under scrutiny, the mean of favorability went down from 3.68 [0.98] in the first half-year of 2005 to 3.21

[0.51] in the second half-year of 2009. During 2005-2009, the values of the mean of favorability oscillated between 3.68 [0.98], the highest value, and 2.82 [0.72], the lowest one (Table K1).

Of the analyzed articles, the Hamburger Abendblatt had a share of 31.7%, the

Bildzeitung one of 28.4%, the Hamburger Morgenpost one of 18.8%, the Die Welt one of

18.1%, and the Die Tageszeitung one of 3% (Table K5). Of the analyzed articles, 7.0% were very positive, 31.4% positive, 43.5% neither positive nor negative, 17.3% negative, and only .7% very negative (Table K3). Of the analyzed articles, 33.6% were of high,

20.8% of medium, and 45.8% of low prominence (Table K4). The share of articles of either high or medium prominence that were either positive or very positive was 37.5%

(Table K5).

The means of favorability decreased with increasing prominence of articles from

3.39 [0.49] over 3.21 [0.73] to 3.12 [1.07] (Table L4). Important, this does not contradict to the finding that the curves of the means of favorability and prominence did not correlate on the time scale in a statistically significant manner.

115 With respect to the entire epoch, the means of favorability differed among the five newspapers as follows: Hamburger Morgenpost 3.20 [0.85], Die Welt 3.20 [0.74],

Bildzeitung 3.29 [0.90], Hamburger Abendblatt 3.31 [0.82], and Die Tageszeitung 3.38

[0.52] (Table L5).

The mean of favorability of articles that referred to corporate responsibility was

3.53 [0.96]; the mean of articles that did not refer to corporate responsibility was 3.25

[0.84] (Table K12). Sorted according to stakeholder categories, the means of favorability showed the following values: environment 2.83 [1.17], passengers 3.00 [1.41], community 4.00 [0.45], and public at large 3.25 [0.84] (Table K13). In this context important, 93% of the articles addressed public at large-specific themes. Consequently, cautious interpretations and conclusions were necessary in this regard.

A frequency analysis evidenced that the Hamburger Abendblatt, the Bildzeitung, and the Die Welt jointly published 78.2% of all articles during 2005-2009. This implied that these newspapers were responsible for 78.8% of all either positive or very positive and 60.9% of all either negative or very negative articles (Table L1).

In the second half-year of 2005 and the first half-year of 2008, the favorability of newspaper coverage declined significantly compared to the preceding half-years. The mean of favorability declined from 3.68 [0.98] in the first half-year of 2005 (Table K6) to

2.82 [0.72] in the second half-year of 2005 (Table K7). Later in the epoch under scrutiny, it declined from 3.52 [0.91] in the second half-year of 2007 (Table K14) to 2.95 [1.00] in the first half-year of 2008 (Table K10). The mean of favorability calculated after the

116 elimination of all samples drawn from the first half-year of 2005 and the second half-year of 2007 was 3.17 [0.80].

In the second half-year of 2005, neither very negative nor very positive articles appeared. The share of negative articles amounted to 35.3%; that of positive articles was

17.6% (Table K8). The share of articles of either high or medium prominence that were either positive or very positive was 9% (Table L2).

In the first half-year of 2008, very positive articles had a share of 9.1%. Very negative articles did not appear. The share of negative articles was 40.9%. The share of positive articles was 18.2% (Table K11). The share of articles of either high or medium prominence that were either positive or very positive was 4.7% (Table L3).

Discussion of Statistical Results

The statistical findings revealed certain patterns that could be relevant to

Hamburg Airport’s communicative strategy. Almost 80% of all articles appeared in the

Hamburger Abendblatt, the Bildzeitung, or the Die Welt, what meant, originated from the same editing company. More than 80% of all approximately 640,000 copies printed by the five regional newspapers of highest circulation originated from this company (IVW,

May 30, 2011).

Furthermore, only eight articles appeared in the Tageszeitung. These articles were either neutral or positive. This suggests that the Tageszeitung, a strong advocate of environmental protection, did not see many reasons for criticizing Hamburg Airport in this respect. Moreover, the Hamburger Morgenpost did not publish any very negative article. On the other hand, six of its 51 published articles were very positive. Finally, a

117 comparison among newspapers evidenced that the Hamburger Abendblatt ranked highest in the percentage of articles that were either very positive or positive.

During 2005-2009, more than 50% of all articles were of high or medium prominence. This is important, for such articles influenced, according to Reinemann and

Eichholz (2006), audiences more than those of low prominence did. Almost 15% of all articles of this category were either positive or very positive, nearly 80% of them published in newspapers that belonged to one editing company.

In Depth Analysis Based on Hand Notes

Particularly, the significant declines in favorability in the second half-year of

2005 and the first half-year of 2008 required in depth analyses. Statistics did not explain why the declines occurred. Theoretically, the following factors could have evoked this:

(a) journalists’ increased criticism, (b) changes Hamburg Airport’s behavior, (c) exogenous factors, or (d) a mixture of the first three factors.

Consequently, I scanned my hand notes a sample of which I appended to this study (Appendix M) for what was, from my perspective, typical or striking beyond quantitative evaluation. My hand notes revealed the following particularities:

In the first half-year of 2005, a succession in the function of the speaker of the board of CEOs occurred. The outgoing CEO had been serving the company successfully for10 years. Hamburg Airport duly celebrated the handover of management to the new speaker of CEOs. Newspapers praised both the performance of the outgoing and the sympathetic first impression of the entering CEO. Furthermore, Hamburg Airport inaugurated a new terminal.

118 For several weeks, the newspapers published positive articles on both the change in management and the inauguration of the new terminal. These particularities suggested that the mean of favorability of the first half-year of 2005 was comparatively high. Under this aspect, the decline in the second half-year of 2005 appeared less dramatic than the mere statistical analysis suggested.

A cursory scanning of contents of articles published in the second half-year of

2007 showed a similar pattern. Several events attracted newspaper attention, among them, the following ones: the celebration of the topping-out ceremony of a part of the planned terminal ensemble, an air show that attracted more than 100,000 spectators,

Hamburg Airport’s announcement of a noise protection program, and the forthcoming inauguration of a city–airport train.

These events were among those that newspapers, according to my recollection, tended to cover in a comparatively favorable manner. These particularities suggested that the mean of favorability of the second half-year of 2007 was comparatively high. Under this aspect, the decline appeared less dramatic than the mere statistical analysis suggested, similar to the in depth analysis of the second half-year of 2005.

Each time when Hamburg Airport inaugurated a new terminal, or invited the public at large to celebrating the Hamburg Aviation Days, or a topping ceremony took place newspaper coverage was rather positive. In an article of high prominence, the

Hamburger Morgenpost termed Hamburg Airport “our airport” (Hamburger

Morgenpost, August 3, 2007). In another highly prominent article, the Hamburger

Abendblatt used the term “airport of the superlatives” (Hamburger Abendblatt,

119 December 6, 2007). Both wordings showed a high degree of identification with the airport as a local landmark.

Finally, another qualitatively salient point emerged when I reviewed my hand notes. In the second half-year of 2005, a journalist whom the Bildzeitung had given the title Airport Inspector visited Hamburg Airport 14 times. Each time, he harshly criticized three or more deficiencies, among them, long baggage claim waiting time, excessive coffee shop prices, and security lacks.

An exogenous reason for comparably positive newspaper coverage was, for instance, the Soccer World Cup that took place in Germany in 2006. Five matches took place in Hamburg in June 2006. Journalists interviewed and photographed fans and soccer players at the airport. This usually entailed positive reports and comments.

Regarding another case, I tended to assume a similar influence. In the second half-year of 2006, a period of a medium high mean of favorability of 3.35 [0.75], the lengthy debates about closures or scaling down of Hamburg’s Airbus production plants overshadowed all other aviation-associated themes for many weeks.

Hamburg Airport might have benefited from it. However, this remains speculative, for no analytical methods can evidence such a correlation in hindsight.

Similarly, it would be speculative how far exogenous factors such as changes in regional political constellations or changes at the tops of editing companies influenced the favorability of newspaper coverage of Hamburg Airport.

120 Scientific Persuasiveness and Causality

To secure scientific persuasiveness, I applied a combination of strategies described in chapter 3. Relevant in this context, I triangulated methodologies, methods, and within methods (Creswell & Plano Clark, 2007; Singleton & Straits, 2005; Yin,

2003). In detail, triangulation helped avoid bias, provided robust results, and enabled me to discover patterns of perceptions and expectations reliably.

Pursuing this strategy, I first analyzed Hamburg Airport’s self-presentation in corporate principles, annual reports, magazines, and on its website. This alone, however, evidenced only that content, epic style, and artistic design fulfilled scholarly criteria for effective communication. This justified the assessment that Hamburg Airport’s communicative measures were appropriate for achieving a good reputation.

Although appropriateness was a strong indicator for effectiveness, it would not have sufficed for making a robust statement on the effectiveness of Hamburg Airport’s communication. Additional evidence was necessary. This came from the semistructured interviews and the newspaper content analysis.

In this context, the analysis of interviews with 11 protagonists of seven stakeholder groups revealed that the majority of citizens perceived Hamburg Airport positively. Eventually, the newspaper content analysis corroborated that the journalistic perception, in essential points, coincided with that of the majority of citizens.

Regarding these sources of evidence, my subjectivity inevitably played a crucial role. Accordingly, my initial skepticism toward the favorability of newspaper coverage of

Hamburg Airport-associated themes may have produced high biased values on the Likert-

121 type scale. This, however, did not discredit the persuasiveness of the analysis, for it did not affect the question of how the means of favorability developed. The question, namely, was not how high the values of favorability were in absolute terms or, for instance, in comparison with other airports.

Very important, without triangulating various types of methods and instruments, I would not have been able to evidence the high degree of identification of many citizens with Hamburg Airport. This conclusion was only possible because a newspaper article, the protagonist of the chamber of commerce, a heavily noise-affected neighbor, and an airport-internal interviewee indicated to this point.

Moreover, exhaustive and accurate description of recording practices, coding procedures, data analyses contributed to secure persuasiveness (Creswell, 2007, p. 207).

Particularly, the meticulous use of matrices, keeping a log sheet, and the frequent fabrication of hand notes enabled me to draw robust qualitative conclusions. Thus, I also avoided that bias originating from my almost 30-year airport experience distorted meaning that participants wanted to convey (Kvale & Brinkman, 2009, p. 218).

The avoidance of ambiguous questions was relatively easy, for the participants knew the social setting, the implications of noise, and the ongoing discussions about relationships between Hamburg Airport and its critical stakeholders. According to my perception, emotional intimacy did not occur during the interviews. This also applied to interviews conducted with former colleagues.

Finally, I conducted an informal panel discussion with executives of Hamburg

Airport on July 20, 2011. Four of the five Hamburg Airport-internal interviewees

122 participated in this discussion. The meeting lasted approximately 2 hr. The following insights emerged from the discussion that confirmed that newspapers had been treating

Hamburg Airport fairly during the last decade:

Most of my aggregated results corroborated panel members’ perceptions.

Commenting on the overall positive results, they unanimously referred to the persistent efforts of corporate communication to improve Hamburg Airport’s reputation. They seemed to take it as self-explanatory that expansion programs had been themes for positive media coverage.

After my reply that newspapers could cover expansion programs in a negative manner as, for instance, megalomania or as a source for additional noise and pollution, they said that they had not seen it this way. Furthermore, it became obvious that certain findings were completely new to them. They had not yet realized that Hamburg Airport exerted a strong attraction as local landmark with which many citizens identified.

In sum, my impression was that scale and scope of positive indicators that spoke for Hamburg Airport’s good reputation as a corporate citizen committed to sustainability corporate responsibility surprised the panel members. On the other hand, they articulated that they had expected overall positive newspaper coverage of Hamburg Airport- associated themes. We did not find an explanation why my reflected recollection was more negative than what the panel members recalled in this respect.

In this context, my hindsight explanation is that I spent the most of my career with

Hamburg Airport in times in which newspaper coverage might have been comparatively negative, at least, significantly more negative than today. To my recollection, several

123 concrete events speak for this interpretation. For instance, one former CEO conveyed the following stereotype message in the early 1990s: It is not the airport but the airlines that cause the noise.

Another important question was how many sources of evidence were necessary to achieve persuasiveness. This addressed the criterion that social scientists term saturation.

Achievement of saturation occurs as soon as additional sources of evidence would not provide additional scientifically relevant recognitions (Charmaz, 2005).

This was particularly important regarding the semistructured interviews.

Interviewing only 11 participants did not compromise persuasiveness for the following reasons: First, the participants represented seven stakeholder groups. Second, arguments in favor and against Hamburg Airport’s location, its expansion, curfew rules, and airport- related economy–ecology conflicts had frequently been subject of public discussions.

Third, I believe that my experience as a former manager at Hamburg Airport prevented me from oblivion of relevant arguments.

Furthermore, the application of common sense, and taking the stance of the devil’s advocate (Creswell, 2009; Kvale & Brinkmann, 2009) helped me decipher meanings of texts, interpret interviewees’ answers, and aggregate segments of texts.

Moreover, referring to only peer-reviewed articles improved the persuasiveness of the theoretical foundation of the social construct, my methodological approaches, and the robustness of my conclusions.

Finally, the discourse with Dr. Guenther Ortmann, professor emeritus of the

Helmut Schmidt University, Hamburg, Germany, minimized the risk of bias. The

124 discourse took place on July 23, 2011 and lasted 90 min. His respective assessment predicated on his knowledge of my study, scientific expertise regarding the research problem, and his familiarity with the social setting.

Professor Ortmann identified the problem of concluding prematurely from certain respective indicators on the effectiveness of Hamburg Airport’s communication. In this context, he recommended particular caution. He advised me to elaborate on this point in detail. Following his advice, I exhaustively dealt with this issue under the aspect of causality on this page further below and on the subsequent two pages as well as on page

128. Furthermore, following Professor Ortmann’s advice, on pages 87-88 of this study, I clarified that the assertion of commitment is not necessarily identical with lived commitment.

According to Riel and Fombrun (2007), corporate communication is effective if it influences stakeholders in a company-friendly manner. The preceding section described several distinct indicators for justifying the assumption of communicative effectiveness.

On the other hand, this does not necessarily mean that causality existed between the company’s communicative efforts and the positive perception of critical stakeholders and the overall positive newspaper coverage of Hamburg Airport-associated themes.

Regarding causality, I tried to figure out what other factors could have evoked the same effect. I did not find such factors. On the contrary, I found various factors that suggested causality between the company’s communicative efforts and the here relevant effects. Before elaborating on this point in detail, I indicate to an apparently global tendency. Scholarly sources indicated to increasing environmental susceptibility (Miller,

125 2009; Warren, 1999). This speaks rather for a decline in major airports’ reputation than for respective achievements.

Now, I come to the above-announced arguments that speak for causality between

Hamburg Airport’s communication efforts and its respective success. First, the participants of the panel discussion including myself saw a link between the company’s persistent communicative efforts and newspapers’ positive reactions. The director of corporate communication mentioned in this context that newspaper resonance analyses, carried through by a consultancy company, corroborated such kind of causality. I did not verify whether this withstood analysis under social research conditions. I considered it one of a series of indicators for effectiveness that seemed plausible to me.

Another indicator for effectiveness was that repeated pronounced journalistic criticism of Hamburg Airport’s environmental behaviors did not occur in the epoch under scrutiny. Something else makes the indicator particularly robust: Not even the

Tageszeitiung, usually a confirmed environmental advocate, articulated serious criticism in this respect.

Second, my recollection of the last 15 years of my career with Hamburg Airport indirectly spoke for such causality. In the early 1990s, the relationship between Hamburg

Airport and the media was rather tense. According to my recollection, rivalries between the double-header board of CEOs and unresponsiveness to the concerns of the airport’s critical stakeholders contributed to keeping tensions high.

Under the aegis of a new board of CEOs, the company elaborated a new strategic concept. Since 1995, the strategic goal has been to transform the company from a state-

126 owned and controlled entity into a truly commercial enterprise. Crucial components of this process were (a) implementing an optimized managerial accounting, (b) establishing an effective corporate communication, and (c) introducing a state-of-the-art environmental strategy (Hoffmann, 2003).

Particularly, the collaboration between corporate communication and the environmental department seems to have proven its effectiveness. The interviews with

Hamburg Airport-external participants delivered several indicators for communicative effectiveness. Admittedly, the arguments, elaborated in this section, do not ultimately exclude that other factors unknown to me might have caused the reputational outcome.

However, the combination of the findings of this study with what I learned from the panel discussion and my reflected recollection provided such strong indicators that they, in sum, justify the following assessment: Hamburg Airport’s communication influenced its critical stakeholders’ perceptions in a company-friendly manner.

Summary: Synthesis and Transition

Pursuing a triangulated approach, I applied the following methods: First, I qualitatively analyzed the content of corporate documents. Second, I qualitatively analyzed the contents of semistructured interviews. Third, I quantitatively analyzed newspaper articles on Hamburg Airport-associated subjects for favorability. For deepening insights, I matched the statistical results with my hand notes.

The application of these methods helped answer the central research question of how effective Hamburg Airport’s communication with its critical stakeholders regarding aircraft noise was. Quantitative and qualitative analyses revealed the following results:

127 First, Hamburg Airport presented itself as a corporate citizen committed to sustainable corporate responsibility in its principles, annual reports, magazines, and on its website. It conveyed respective central messages constantly, coherently, and consistently.

The company did it in a fact-bound epic style. It did not boast of its manifold social and philanthropic engagements. It used the term sustainability only twice. Instead of inflationary use of managerial jargon, it referred to concrete activities.

Second, participants in semistructured interviews predominantly perceived

Hamburg Airport in a favorable manner. The majority of them, in congruence with the company’s self-presentation, identified properties that qualified Hamburg Airport as a corporate citizen committed to sustainable corporate responsibility. However, external participants who endured exposure to noise or represented noise-affected residents had the following reservations: manipulative communication, too little investment in noise abatement, and unjust usage of flight paths.

Third, the newspaper analysis evidenced the following patterns and particularities:

The coverage of Hamburg Airport-associated themes was favorable. Qualitative interpretation based on my hand notes revealed that articles that personalized themes, covered big events, or referred to community issues were particularly positive.

Fluctuations in favorability were prevalently due to antecedent favorable coverage well above average.

Finally, the most striking positive revelation was the following strong indication to effective corporate communication: Newspapers and participants shared the perception that the public at large identifies with Hamburg Airport as a local landmark. The

128 coincidentally used expression this is our airport spoke for a high degree of identification.

Statistical results revealed that journalists tended to perceive that Hamburg

Airport behaved socially responsibly. On the other hand, they were critical when it came to report or comment on environmental issues. This coincided with a gap between evidenced perceptions and expectation of a noise-affected neighbor and a protagonist of a noise protection group.

Nevertheless, the following weakness of this study was inevitable. It was not possible to separate the cause-effect chains as accurately as to quantify to what extent which type of intentional or unintentional, maybe even spontaneous and intuitive corporate messages had coined the overall positive perception of Hamburg Airport. In any case, participants’ statements coincided in so many points with the company’s intentional self-representation that I dare to conclude from it on the effectiveness of

Hamburg Airport’s communication with its critical stakeholders regarding aircraft noise.

Chapter 5 connects to these results. It provides a reflection of what the results mean to Hamburg Airport. Furthermore, in chapter 5, I deliver concrete recommendations for improving Hamburg Airport’s communication strategies. Moreover, I describe how this study’s findings correspond to scholarly contributions presented in chapter 2. Finally,

I delineate my reflections of the dissertational process, the social significance of the study, questions for future research, and concluding statements.

129

Chapter 5: Discussion, Conclusions, and Recommendations

Overview

The purpose of this study was to explore how effectively Hamburg Airport communicates with its critical stakeholders regarding aircraft noise. It focused on the reputational challenges to major airports that originate from the exposure of their neighbors to aircraft noise. From constellation, the following formulation of the research problem emerged: An apparently irreconcilable discrepancy exists between major airports’ undisputed positive economic contributions and many people’s prevailing perception of airports as facilities that emit noxious substances and submit nearby residents to intolerable noise.

In chapter 2, I reviewed scholarly theories from which I distilled elements for the social construct of corporate citizenship committed to sustainable corporate responsibility. In chapter 3, I delineated the theoretical perspective from which I approached the research problem. Furthermore, I introduced the methodology, methods, and instruments. In chapter 4, I presented the results from qualitative content analyses of corporate texts, from interviews with stakeholder protagonists, and from a quantitative newspaper content analysis that I qualitatively interpreted.

Now, in this chapter, I elaborate on what the answers of the research questions mean in practice. Furthermore, I formulate recommendations for Hamburg Airport’s future communicative strategies and behaviors. Moreover, I outline why and to what extent the results of this study are transferable to other major airports and other

130 industries. In addition, I describe what I learned during accomplishing this study, particularly, how this relates to my views on social change. Finally, I draft questions for future research and reflect on the research problem under an extraordinary philosophical- sociological aspect.

Interpretation of Empirical Findings

The bracketing perspective of this study emanates from the central research question of how effective Hamburg Airport communicated with its critical stakeholders regarding aircraft noise. Important in this context, this study started from the assumption that the self-presentation as a corporate citizen committed to sustainable corporate responsibility is an appropriate means for improving a major airport’s reputation.

Each of the applied research methods I aligned to a specific facet of this study’s research problem. Content analyses of corporate documents revealed that Hamburg

Airport’s communicative self-presentation was in congruence with scholarly concepts.

Semistructured interviews proved that protagonists of relevant stakeholder groups prevalently perceived Hamburg Airport as sustainable. The newspaper content analysis showed that journalists favorably reported and commented on Hamburg Airport.

In this section, I interpret the findings in the light of the research subquestions and subsequently condense the individual answers into a concluding answer of the central research question. The first subquestion was how corporate principles, annual reports, and corporate magazines, and website reflected Hamburg Airport’s commitment to sustainability.

131 The content analyses of the documents corroborated that Hamburg Airport’s self- presentation fulfilled the scholarly criteria for corporate citizenship committed to sustainable corporate responsibility. The central messages addressed the economic, ecological, and social dimensions of sustainability.

The second subquestion was how the 10 half-year means of favorability of articles on Hamburg Airport developed during the epoch 2005-2009. The statistical newspaper content analysis evidenced that 82% of all analyzed articles were neutral, positive, or very positive. The statistical figures justified the assessment that newspaper journalists favorably covered Hamburg Airport-associated themes. Furthermore, an interpretation of the statistical findings in the light of my hand notes confirmed this.

Under the aspect of sustainability, the following patterns of journalistic coverage were most interesting. Absence of pronounced criticism of Hamburg Airport’s environmental behaviors was a strong indicator that the company’s efforts were overall satisfactory. I consider this conclusion justified, for none of the newspapers, not even the

Tageszeitiung, usually a confirmed environmental advocate, repeatedly articulated serious criticism in this respect.

Themes associated with Hamburg Airport’s social responsibility achieved comparably high ratings on the Likert-type scale. In this context, newspapers frequently covered themes that addressed mobility, be it the inauguration of new destinations, be it the visits of politically or economically important personalities to Hamburg. Finally, newspapers lauded the airport’s property of being a local landmark of high identification potential.

132 The third subquestion was how protagonists of critical stakeholder groups perceived Hamburg Airport’s commitment to sustainability. The conduction of semistructured interviews evidenced that the majority of the five Hamburg Airport- internal and six external participants stated that Hamburg Airport behaved like a corporate citizen committed to sustainable corporate responsibility. In this context, they referred to the economic, environmental, and social dimensions of sustainability.

The fourth subquestion was what protagonists of critical stakeholder groups expected from Hamburg Airport regarding sustainability. The analysis of semistructured interviews evidenced that perceptions and expectations were congruent in almost all points. Consequently, it suffices to focus on the gaps among perceptions of the various stakeholder groups.

The fifth subquestion was how executives of Hamburg Airport perceived the company’s self-presentation. The conduction of semistructured interviews evidenced that the five Hamburg Airport-internal participants unanimously judged Hamburg Airport’s communication as professional and sustainability-focused. They indicated to improvement potential in a very concrete manner. The panel discussion concretized certain aspects in this regard.

On the other hand, the interviews evidenced a number of inconsistencies among airport-affiliated participants and protagonists or representatives of noise-affected neighbors. Among such statements that revealed inconsistencies were insufficient investment in noise abatement, manipulative communication, inappropriate criteria for noise risks, and unjust usage of flight paths.

133 Nevertheless, I synthesized the answers of the five subquestions into the following overall answer to the central research question: At the time of my empirical exploration, Hamburg Airport communicated effectively with its critical stakeholders regarding aircraft noise. This ensued from the summary of the answers of the five research subquestions. Eventually, I found various strong indicators that spoke for the causality between Hamburg Airport’s communicative efforts that increased over the last decade and Hamburg Airport’s reputation of being a corporate citizen committed to sustainable corporate responsibility.

Empirical Findings in the Light of Scholarly Theories

Particularly, the interviews with protagonists of noise-affected neighbors, a noise protection group, and the noise protection committee showed that Mitchell et al.’s (1997) stakeholder classification captures the relationships between Hamburg Airport and its critical stakeholders very well. Obviously, exposure to aircraft noise could produce a high degree of resoluteness to defend interests with great effort (Luijk, 1994, p. 94).

The interviews suggested that this could occur if Hamburg Airport neglected the relevance and importance of corporate communication. This could turn neighbors, if supported by noise protection groups, into dangerous stakeholders (Mitchell et al., p.

877). The fact that this has not actualized at Hamburg Airport should not deflect from the latent seriousness of the issue.

In this context, the majority of participants confirmed that employees of Hamburg

Airport’s department of environmental protection did what was affordable, physically possible, and reasonable to diminish noise exposure. In response, noise-affected

134 neighbors reacted positively to experienced airport concessions and respectful treatment

(Silvia, 2003, p. 283).

Furthermore, the newspaper content analysis in combination with the analysis of participants’ statements suggests that newspaper coverage of Hamburg Airport-associated themes influenced stakeholders’ opinions about the company’s behavior (Hansen &

Benoit, 2007; McCombs & Ghanam, 2001; Reese, 2001; Shoemaker & Reese, 1990).

In this context, I refer to newspapers’ use of the term our airport and participants’ respective identification with the airport. This coincidence does not prove causality in the narrow meaning of the term; however, it is as a strong indicator. Two participants expressly mentioned the important role that newspapers played for the perception of

Hamburg Airport in the eyes of the public at large.

The results of this study corroborate scholar’s finding that corporate reputation is a multifaceted and complex concept that builds on stakeholders’ perceptions and expectations (Barnett et al., 2006; Riel & Fombrun, 2007; Wartick, 2002). The majority of participants emphasized that Hamburg Airport’s professionalism, competence, and sympathetic appearance of its representatives contributed to establishing Hamburg

Airport’s good reputation (Schwaiger, 2004, p. 46).

Furthermore, Hamburg Airport’s responsiveness to the needs of noise-affected neighbors and its various environmental and social engagements prevented the company from stigmatization (Hudson, 2008, p. 254). Some of the participants recommended intensifying the company’s presence in social networks. This coincided with scholars’

135 recognition that the World Wide Web’s importance as a reputation-influencing medium is steadily increasing (Devers et al., 2009; Hudson, 2008).

Concerning the legality–legitimacy tension, the analysis of participants’ answers evidenced a high degree of congruence between scholarly recognitions and the empirical findings of this study. The interviews revealed the following contradictory positions:

Executives of Hamburg Airport and interviewees who had a strong affiliation with the company prioritized the airport’s role as enabler of mobility, job creator, and social benefactor. Those who presented the interests of the noise-affected disputed the airport’s legitimacy of exposing its neighbors to the current volume and structure of noise.

These incompatible positions mark the dilemma on which scholars from various scientific backgrounds elaborated: Laws and jurisdiction resolve conflicts procedurally; however, they do not create reconciliation where acknowledged societal values do not endow them with legitimacy (Deflem, 2008; Rehbinder, 2007).

Partly, participants’ answers reflected the pessimistic views of Adorno

(1966/2007), Foucault (1971/1972), and Lyotard (1984) according to which laws and jurisdiction did no longer suffice for reconciling conflicts waging parties, not to speak of pacifying social struggles. This seemed to indicate to a tendency that divergent perspectives of disputing parties no longer anchor in acknowledged and commonly interpreted societal values.

Particularly, the protagonist of a noise protection group did not expect just and fair treatment by authorities. In a sense, this person implicitly demanded that airport representatives demonstrate empathy, solidarity, and mutuality (Hoffman, 2007). My

136 impression was that court decisions in favor of Hamburg Airport increased aversion, created frustration, and evoked unwillingness to listen to arguments in favor of Hamburg

Airport.

In terms of scholarly theories on the legality–legitimacy divide, the lack of support from the majority of citizens for protests or particular critical stances towards

Hamburg Airport means that law is not endangered to lose its authority (Rehbinder, 2007, p. 212). However, this does not imply relieving the airport from thinking about reconciliation beyond law and jurisdiction. One option could be mediation (e.g., Hensler,

2005; Raisfeld, 2007), a procedural means that Hamburg Airport, in collaboration with authorities, once applied as an element of a land use planning process.

A statement by the protagonist of the noise protection agency pointed into this direction. Accordingly, this person’s manifold conversations with noise-affected airport neighbors had reconciliatory effects. This coincides with the tasks of this person that §32 of the German Air Traffic Act (Luftverkehrsgesetz) defines. This law, namely, provides the implementation of a noise protection committee at each German major airport.

In Hamburg, a civil servant from the local environmental protection agency assigned personalities from critical airport stakeholder groups to the committee. In a sense, §32 of the German Air Traffic Act transformed the precautionary principle into a binding rule that many scholars considered overdue (Bartle, 2006; Demmke, 2001;

Dempsey, 2001; Miller, 2009; Upham et al., 2003).

Neither participants’ statements nor newspaper coverage suggested that Hamburg

Airport violated or defied the universal ethical principle of reverence for life (Schweitzer,

137 1987). On the other hand, things are not so clear if it comes to values such as fairness and justice (Rawls, 1971), legitimacy (Luhmann, 2008), solidarity (Hoffman, 2007), empathy

(Gibbs, 2003; Katz & Kahn, 1978, p. 388), or compassion (Solomon, 1998).

A summarizing view of all 11 interviews, Hamburg Airport’s central messages, and my hand notes on newspaper coverage evidenced that all parties involved were aware of the ethical issues that the mobility–tranquility conflict implies. However, none of them addressed this issue expressly. Obviously, they posited that their interpretations of fairness and solidarity were in congruence with the societally acknowledged substance of these values.

Interesting in this context, a journalist took a stance in favor of a heavily noise- affected neighbor (Heinemann, 2008, June 21). The fact as such indicates to the awareness that noise-affected neighbors deserve the expression of empathy, if not, compassion. On the other hand, the article did not substantiate how the author thought

Hamburg Airports could practice empathetic or compassionate treatment of its neighbors.

Moreover, in their annual reports and magazines, Hamburg Airport provided numerous examples that illustrated morally impeccable behaviors. The examples addressed fairness, empathy, compassion, and solidarity. However, they did not refer to how Hamburg Airport ethically substantiated its entrepreneurial activities. In the concluding remarks of this chapter, I come back to this point.

The analysis of Hamburg Airport’s self-presentation evidenced an understanding of corporate citizenship that coincided with concepts developed by Waddock (2009),

Googins et al. (2007), and Davenport (1998). The company repeatedly highlighted its

138 commitment to enable mobility for the many, create jobs, protect, preserve, and restore nature, and engage in social projects and make philanthropic contributions (e.g.,

Waddock, p. 5).

In addition, Hamburg Airport conveyed its commitment to reconciling economy and ecology and furthering sociality in a manner that fulfilled all crucial criteria of professional communication. It presented itself as a reliable, credible, and trustworthy corporate citizen (Riel & Fombrun, 2007). Hereby, it did not follow a path of anticipatory obedience (Morsing & Schultz, 2006, p. 325). In addition, it involved stakeholders into its expansion plans (p. 334).

Important in this context, unpretentious and fact-bound epic style of its corporate messages avoided the impression that Hamburg Airport boasted of financial, environmental, or social engagements (Stewart, 2007, p. 485). Furthermore, the company’s representatives sought manifold contacts with neighbors. Thus, the company anticipatively defended itself against potential reinforcement of precautionary measures

(Dempsey, 2001, p. 662).

Moreover, it involved the mayor of the City of Hamburg into an environmental campaign (Gesell & Sobotta, 2007, p. 723). Also important, the airport’s CEOs cultivated good relationships with the media (Bentele, 2008). On the other hands, the interviews revealed that CEOs should increase their public appearances. Particularly interesting, one of the external interviewees assessed the credibility of Hamburg Airport’s corporate magazine Hamburg Flughafen as comparably low (Jo, 2005).

139 This could mean that obviously ostentatious self-presentation arouses the suspect of protagonists of critical stakeholders. This study provided only a weak indicator for this assumption. Nevertheless, this kind of reservation seems plausible. This could speak for cautious adoption of strategies recommended by scholars (e.g., Riel & Fombrun, 2007) whose focus are companies that sell traditional consumer products or services.

In this context, common sense suffices for concluding that some critical stakeholders of major airports take amiss strategies that resemble sales promotion campaigns. This speaks for stakeholder-tailored corporate communication. Riel and

Fombrun (2007) indicated to this point (p. 200). They identified the prerequisite for a balanced proportionality among the various issues companies ought to address. My impression is that Hamburg Airport, in contrast to manufacturing corporations, prevalently addressed the public at large. This would comply with what Riel and

Fombrun recommended in this respect.

Also relevant, the company did not communicate its financial success to the public at large as offensively as Gesell and Sobotta (2007, p. 728) recommended. In this context, one airport-internal participant said that the publication of financial success could evoke unwanted desires of, for instance, airlines regarding landing fees. This seems to be the reason for Hamburg Airport’s caution in this respect. This is a reasonable strategy even if it contradicts generalizing scholarly recommendations.

Another interesting point, I did not find indicators for corporate pathos (Read,

2007). On the contrary, my findings evidenced Hamburg Airport’s reluctance to make pathos an integral part of its communication strategy. In the panel discussion, the director

140 of corporate communication corroborated that the company avoided corporate pathos purposefully. This would not resonate, he pointed out, with the emotional spheres of

Hamburg Airport’s stakeholders. The common opinion in the panel discussion was that the company’s respective reluctance helped establish credibility.

Disappointing in a narrow scientific sense, the study did not reveal a manifest corporate emphasis on conducting formalized rational discourses (Habermas, 1981/1984;

1981/1989). On the contrary, Hamburg Airport seemed to prefer spontaneity. In any case, the interviewees conveyed the impression that informality prevailed (Levine at al., 2000).

On the other hand, this does not exclude dialectical discursiveness. Spontaneity and personal affection can figure as integral parts of permanent local discourses. I come back to this point in my concluding remarks.

In sum, my findings corroborated the practicality of the scholarly theories on which the social construct of corporate communication of commitment to leading corporate citizenship (Waddock, 2009) predicated. Finally, the findings evidenced that the circled numbers 9 and 10 in the logic model (see page 54 of this study) mark an area of interactions between airports and neighbors that are crucial for reconciliatory discourses.

In such discourses, airports can influence the content of emerging local narratives

(Czarniawska, 2004). The best they could achieve is the following shared feeling of solidarity: Airports and their neighbors are part of a bigger unit, namely, the community they both serve in their distinct roles and functions. This study’s exploration delivers clues that airports could achieve this if they respect their neighbors in a manner that

141 integrates elements of the archaic principles of gift giving and Confucian philosophy. I come back to this point in the concluding remarks of this chapter.

Figure 5 illustrates how dialectical discourses can contribute to reconciling divergent stakeholder interest of major airports, community, and neighbors. It relies on the optimistic concept that dialectical discourses can unify opponents if they respect one another including interests, emotions, and worldviews. This can endow rational discourses with thrust, momentum, and persuasiveness. Ultimately, this furthers the emergence of a common ground: unity in reason (Elster, 2009).

142

Figure 5. Elements of the Dialectical Reconciliatory Process

Recommendations for Practical Application

From the empirical findings of this study, various recommendations to Hamburg

Airport ensued that could help improve the company’s communication strategies. In essence, these recommendations relate to activities for which the contrivance of formal concepts is not required. They address the interpersonal spheres. Quintessentially, they are of elevated interest to Hamburg Airport’s CEOs, the environmental officer, the neighborhood ambassadors, and the public relation officer.

143 Most important, the analyses of communication measures, interactions with neighbors, and the network of stakeholders affiliated with the airport did not evidence serious deficits. With the exception of the protagonists of a noise protection group, external participants did not negatively refer to Hamburg Airport’s corporate magazines.

Apart from these general remarks, I distilled the following options for improving communication strategies from the findings of this study.

First, all participants emphasized how important personal contacts between airport representatives and neighbors were. In this context, two participants indicated that

Hamburg Airport had been facing fewer lawsuits than other major German airports. They assumed that this was due to Hamburg Airport’s unique way of cultivating interpersonal relationships with its neighbors. In my mind, Hamburg should regard this as its strongest communicative option.

Second, the analyses of Hamburg Airport’s corporate principles, annual reports, magazines, and its website evidenced the absence of explicit information about scale and scope of the company’s direct, indirect, and catalytic financial contribution to the wealth of the region. Many major U.S. airports offensively publish such figures. Hamburg

Airport and its shareholders should consider emulating this sort of communicating positive effects.

Third, entertaining events at the airport attracted many visitors and journalists.

Usually, such events triggered favorable media coverage. The celebration of its 100th anniversary in 2011 is currently giving the company many opportunities to benefit from

144 this in journalistic respects. Hamburg Airport should continue exploiting similar opportunities for improving its reputation.

Fourth, Hamburg Airport should learn from the criticism originating from protagonists of critical stakeholder groups. Among the various pieces of criticism, the rejection of the population density-related determination of flight paths is the most striking one. I know that authorities do not consider respective changes. Consequently,

Hamburg Airport needs to consider intensifying and sharpening its communicating efforts. At least, it needs to avoid careless or even sloppy argumentation.

Otherwise, the impression could emerge that authorities or Hamburg Airport had to hide something. The company could use the following arguments: Population density is the only reasonable nonsubjective criterion. Changes in flight path usage would create new protests from other residential areas. Nevertheless, the counterargument of lacking proportionality would not disappear. Hamburg Airport should discuss potential ways out of this dilemma with communication specialists.

In this context, the interview with a member of the noise protection committee revealed a likely false argument. Obviously, someone used the argument of adverse tailwind for justifying late night landings over comparably low populated areas. The participant who indicated to this point had pilot expertise. Hamburg Airport should avoid the dissemination of incorrect and easily refutable assertions. Otherwise, the consequence could be a loss of credibility.

Another very important point was the demand for increased investment in noise abating measures. The protagonist of a noise protection group considered the already

145 invested amount of €45 million insufficient. Hamburg Airport needs to rationalize why this amount meets what noise-affected neighbors could expect. The argument of voluntary payment seems to be insufficient. The above-mentioned protagonist suspected

Hamburg Airport of a defensive strategy that aimed at anticipating increased precautionary legislation.

Finally, even increased investments, drastic penalization of loud aircraft types, and strictest realistically imaginable curfew rules would not eliminate highly disturbing and annoying noise exposure. Obviously, neighbors perceive their endurance of noise as something comparable to a sacrifice. Accordingly, they expect respectful treatment.

Furthermore, they wish that others acknowledged how severely they suffer from noise exposure.

Exactly, this is the point where deepened psychological analysis could help identify additional ways of communicating with noise-affected neighbors. Hamburg

Airport has several individuals among its staff who are excellent in this regard.

Obviously, the head of the environmental protection department has the gift of appearing authentic, integer, and reliable. Participants corroborated this unanimously.

Hamburg Airport should see this as something that is not easily replicable; however, could serve as a role model. Furthermore, the interplay among the following factors could contribute to improving Hamburg Airport’s reputation: the individual charisma of corporate ambassadors (Grant, 2007), Hamburg Airport’s diverse opportunities to organize “symbolic events” (Bolman & Deal, 2003, p. 251), and dissemination of “stories that give flesh to shared values” (p. 407).

146 In essence, the empirical findings suggest that strategic communication was only one aspect among others. More important than this seemed to be the manifold contacts among individuals who spontaneously conveyed messages in spoken words and gestures.

This seemed to be even more important than the “alignment” (Riel & Fombrun, 2007, p.

209) of employees with communication strategies. This coincides with theories on local narratives (e.g., Czarniawska 2004), the power of language games (e.g., Derrida, 1991;

1993), and “sacrificial giving” (Frémeau & Michelson, 2011, p. 68).

One of this study’s most valuable finding was that personal interaction in zones of social conflict overrides, superposes, and supersedes strategic concepts. In a sense, this recognition coincided with one of Ortmann’s (2010) central recommendations. He wrote,

“Organizations need to include what they, in their capacity as organization, ought to exclude: individual integrity that is recalcitrant to the organization” (Trans. Benno D.

Hoffmann) (p. 271). According to my experience, this usually evades strategic fixation.

Recommendations for Future Research

This study shows that social cohesion is a complex issue. Even the comparatively comprehensible tensions between major airports and their noise-affected neighbors evaded complete understanding. Furthermore, certain questions emerged; however, remained unanswered. Consequently, these questions require further social research.

First, this study does not make comparative assessments whether Hamburg

Airport’s reputation is good, achievements of reconciliation are advanced, or newspaper coverage is favorable in absolute terms ot in comparison to other companies. It could be a

147 worthwhile empirical endeavor to extend this study’s type of exploration to other major airports.

Second, the interviews were, in a sense, dialogues with protagonists of various stakeholder groups. We exchanged opinions, although I remained in the role of the interviewer. Something else, however, was shimmering through this role allocation, respectively, role taking. Interviews and dialogues unfold according to similar patterns.

Consequently, an exploration of the contents of the dialogues between Hamburg

Airport’s neighborhood ambassadors and neighbors could help evidence what constitutes the differences between successful and failing dialogues. The neighborhood ambassadors could tell stories about the content of the dialogues in unstructured, open-end interviews.

Furthermore, respective interviews could take place with individuals in similar positions at other major airports.

Third, a newspaper analysis of the mean of favorability of Hamburg Airport- related articles published in 2011 could be a rewarding research endeavor. Subject of such an empirical survey could be the hypothesis that the mean of favorability of

Hamburg Airport-associated newspaper coverage in 2011 would be significantly higher than that of 2009. The hypothesis would predicate on the fact that Hamburg Airport celebrated its 100th anniversary in 2011. According to the findings of this study, the numerous events should evoke particularly favorable journalistic coverage.

Concluding this section, the following remark is necessary. This study explored the effectiveness of Hamburg Airport’s communication; however, not whether the company did it efficiently (Cheng & Kesner, 1997). Consequently, the study did not

148 focus on the soundness of the proportionality between input of financial resources and outcome in terms of reputational improvement.

Apart from the difficulty to measure efficiency, many major airports might be or even should be interested in lerarning not only how effectively but also how efficiently they communicate. In pursuing my exploration, I found an interesting construct that could help answer questions of efficiency. Eng and Kim (2006) developed a concept for the improvement of advertising campaigns. Nevertheless, it should be transferrable to exploring questions of efficiency, too.

Eng and Kim’s (2006) introduced reach, richness, and affiliation as the factors that determine the effectiveness of sales campaigns. The same criteria should be suitable for exploring efficiency. In this case, the application of a Delphi-method like panel discussion could be the right method. The operationalization of the variables reach, richness, and affiliation could occur on a 5-point Likert-type scale.

Self-reflected Appropriation of the Learned

Theorizing, empiricist induction, and writing were phases of my dissertational endeavor. My first idea of what I wanted to explore condensed into this study through various phases of appropriation of scholarly texts (Ricoeur, 1971). The whole endeavor unfolded in an iterative process. In addition, it was recursive in the sense scholars described it (Bateson, 1979; Bergson, 1995; Ortmann & Zimmer, 2001; Senge, 1990;

Weick, 1979).

Oscillating between appropriations of theories and matching recollected practice and empirical findings with these theories, I learned something that surprised me. Within

149 several months, my understanding of what I had been doing for many years as a manager at Hamburg Airport had lost its either–or clarity.

Furthermore, working on this study implied social learning (Bandura, 1977) that molded my perception of reality in a recursive manner (Maturana & Varela, 1998).

Ultimately, my intellectual journey entirely changed my worldview. For the first time in my life, I had the opportunity of interviewing individuals about their perceptions under the boundary conditions of scientific methodology.

In this interactive process, I experienced first hand how participants exposed their individual frames of reference. I am deeply convinced that they did not pretend in any way. This was a revelation of honesty on both sides. No excuses could prevent me from recognizing that individuals constructed their own realities and did so legitimately

(Berger & Luckmann, 1966).

In reflected recollection, I recognized the following remarkable fact. As long as I was part of Hamburg Airport, I seemed to be principally incapable of recognizing the mechanisms that drove decision-making. In hindsight, it reminds me of Konrad Lorenz’s

(1973/1977) assertion, “Cultural development is simply too fast for human nature to keep up with …” (p. 191).

Moreover, it was an elementary experience to feel how I “hedonically responded”

(Gordon, 1961, p. 134) to other individuals honest revelations. This adventure-similar experience enacted a new circle of self-reflection. During this phase, I not only reflected the learned but also my hedonic response. I deciphered this feeling as an archaic momentum of solidarity (Gick, 2003).

150 In a sense, as an interviewer, I had become a participant in the net of spontaneous discourses between Hamburg Airport and its stakeholders. Thus, I contributed to creating local narratives (Czarniawska, 2004). This let me experience what Derrida (1993) identified as a driving momentum within honest discourses. I discovered that the interviewer–interviewee nexus implied the symbolic “don sans present” (p. 84), the symbolic gift that establishes a tie of honor between participants in discourses.

Practically, I felt that I owed the interviewed persons something. In a sense, this study gives something back to them. It can serve as a pacifying piece in the reconciliation process. It could open the minds of others for looking upon the divergence of interests from the perspective Derrida (1993) offered. I come back to this point in the concluding remarks of this chapter.

Implications for Social Change

The findings of this study could contribute to reconciling divergent stakeholder interests in several ways. It provides insights that could be of practical and theoretical value for many who are striving for reconciling major airports’ neighbors with aircraft noise. It delivers empirically confirmed elements that could serve improving major airport’s communication. In detail, this study could initiate social change in various, hereinafter delineated respects.

First, this study confirms that Hamburg Airport ought to align its communication strategies with scholarly developed theories on corporate reputation, communication, and media influence. Furthermore, it corroborates that the legality–legitimacy divide and value-orientation play an important role in this context. This recognition gives Hamburg

151 Airport additional certainty regarding practical reliance on scholarly theories. This could also help those executives who want to defy traditional communicative strategies.

Second, the study corroborates that Hamburg Airport is on a good path of achieving reconciliation with critical stakeholders. This is of value because it should encourage Hamburg Airport to continue the chosen way of communication. This can help internally and externally, particularly, in discourses with those who doubt the justification of implied investments.

Third, the study’s revelation that newspaper coverage was favorable gives

Hamburg Airport additional certainty of its social integration in the community as a corporate citizen. This should alleviate the company’s contrivance of communication strategies. In any case, it will enrich Hamburg Airport’s basis of knowledge of how newspapers cover what sorts of corporate behavior favorably. Hamburg Airport can use this knowledge for identifying communicative weaknesses. Finally, Hamburg Airport can improve its reputation. Improved reputation, in any case, helps establish a good atmospheric basis for rational discourses with opponents. This is a prerequisite for reconciliation.

Fourth, the analysis of the semistructured interviews provided the most valuable clues for furthering the process of reconciliation. This part of the study evidenced that the annoyance of noise-affected neighbors had not reached a level that excluded rational discourses. On the other hand, it corroborated that it requires enormous personal efforts to conduct such discourses.

152 Maybe readers of this study review their patterns of acting in the light of my respective theoretical recognitions and self-reflective revelations. That could improve the one or other’s preparedness for rational discourses with opponents. Particularly, the acknowledgement that divergent perceptions of reality are principally legitimate could contribute to making discourses fruitful. In many cases, this would enact reconciliation or, at least, increase its likelihood.

In sum, most important of all potential facets of social significance, stakeholders and the public at large benefit from a friendly coexistence between major airports and its noise-affected neighbors. Common sense suggests that communities do not function optimally if many residents exposed to whatever nuisance violently protest against the community or one of its important organizations.

However, this study can induce social change only if others know its content.

Therefore, I will provide Hamburg Airport with an electronic copy. The shareholders will also receive copies. Moreover, I will deliver copies to the Ministries representatives of which I interviewed. In addition, I will offer to present the results of this study at the

Hamburg Aviation Conference following next to my graduation. Finally, I will present the results in 2011 or 2012 at the Embry-Riddle College of Business, Daytona Beach,

Florida.

Regarding the theoretical question of transferability of findings of this single case study, I refer to Yin (2003). He introduced the term “analytical generalization” (p. 32).

This sort of generalization is not inferior to statistical generalization; it is an alternative, a qualitative way of securing transferability. This study’s application of various types of

153 triangulation secured analytical generalization methodologically and methodically (p.

97). This qualifies this study for transferring its core findings to other major airports. In my opinion, transferability is not restricted to German airports. Furthermore, many of the findings are most likely transferrable to other industries, too.

Concluding Remarks

Concluding this study, I extend my reflections to two facets of reconciliation of divergent opinions that particularly attracted my attention. Erman (2006) added a crucial element to the Habermasian concept of rational discourses. She demanded that disputants use language for creating an atmosphere of mutual respect. In this manner, disputants transform rational discourses into a struggle for common solutions that satisfy both parties’ core interests and resonate with their emotional spheres (p. 395).

From this revitalization, repective, adaptation of the Habermasian model, it is only a short intellectual step to the concept that Derrida (1993) developed under the concatenation of language and gift giving. This study understands gift giving not only in the archaic sense. It extends this figure of thought to its symbolic, pacifying, and socializing power (Daermann, 2010; Frémeaux & Michelson, 2011; Schuettpelz, 2003).

All afore-cited authors referred to Mauss (1990/1950) who first elaborated on this

“spiritual mechanism” (p. 25) that constituted collective ties in archaic societies (p. 21).

In archaic clan organizations, in many cases, gift giving was a preemptive ritual that prepared pacification or prevented wars (Schuettpelz, 2003). In times in which discourses had not reached mature states, physical gifts, as symbols of spiritual togetherness, likely were the rule, verbalized acknowledgment likely the exception.

154 Meanwhile, the substratum of gift giving has transformed into today’s forms of linguistified symbolism.

Frémeaux and Michelson (2011), elaborating on asymmetric social relations, termed a gift existential that does not establish a social relationship of reciprocity.

Extending this figure of thought of high symbolic power to immaterial phenomena such as “status, approval, or reputation” (p. 64) they used the term sacrificial giving (p. 68).

The cited authors considered their theory applicable to business environments. Following this perspective, airports should demonstrate that their neighbors’ endurance of noise deserves respect as a kind of sacrifice (p. 65).

In a sense, the respect expressed by symbolic actions that the term gift giving comprises can fill the affective lacuna that remains where legal arguments fail to reconcile noise-affected neighbors. Some answers of interviewees suggested that this was what they inertly expected. Moreover, gift giving as a figure of thought coincides with what Levinas (2011) wrote about the essence of discourses: “The relationship between the same and the other, my welcoming of the other, is the ultimate fact, and in it the things figure not as what on builds but as what one gives” (p. 77).

Finally, it should become manifest that airports do this in the name of the community that shares this respect for citizens who endure noise. Thus, airports, community, and neighbors would unite in a manner that reflects the archaic feeling of gift giving as a medium of socializing.

Throughout my explorative endeavors, the term respect has been playing a central role. Therefore, concluding this study, I refer to Thoreau (1962) who held individuals

155 responsible for the moral impaccability of the citizenry to which they belong. He ascertained that social equilibrium depends on the society’s capacity to “… treat the individual with respect as a neighbor” (p. 104).

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193 Appendix A: Hamburg Airport’s Corporate Principles

Mission Statement

Hamburg Airport supports the development of the air traffic for the metropolitan area, linking air-, road-, rail-, and sea-based transport modalities in a partnership manner.

Modern infrastructure and proficient services provided by companies belonging to the Hamburg Airport Group secure the high performance standards at Hamburg’s international airport.

We serve our customers Our customers’ desires are vanguard point for our operative activities. We excel in performance; our competence in consulting and our customer care create trustworthiness.

We are a team Relying on our skills, we take responsibility. We inform and help each other. Performance and commitment to common goals pay off.

Attractive working conditions, education, and workforce development are important to us, for qualified and motivated employees are our most valuable potential.

We are fair partners Fair treatment of business partners secures our long-term success.

We inform public and media, conduct open dialogues, and engage in neighborhood projects.

We are economically successful We invest in the future. We make innovation our goal and exploit in new business opportunities, even in international markets. Economic success and adaptation to change sustains long-term business development and provides job security.

We connect the metropolitan area with the world We aim at offering optimal connectivity for the metropolitan area. As global gateway, we link various transport modalities, herewith also making Hamburg Airport into a center of communication and a meeting place.

We are committed to the environment We are aware that all modes of transportation affect the environment. Therefore, careful treatment of the environment has priority in our thinking and acting.

194 Environmental Principles

Environmental protection is an essential component of our company strategy: We avoid damage to the environment as far as possible. We are extremely careful in our use of energy and raw materials and – where there is no alternative – ensure that they are used sensibly and economically. Whenever we invest, we apply best available technology. In setting these objectives, we also exert an influence on our customers and business partners.

Our environmental protection extends beyond statutory requirements: We not only comply with statutory regulations on the environment. As an innovative, environmentally aware company, we aim to reduce environmental damage associated with airport operations beyond any minimum requirements.

We are always seeking to improve our environmental protection programmes: We record, document and assess any activities that have an impact on the environment, enabling us to identify any room for improvement. We are seeking to make progress in corporate environmental protection by providing comprehensive education and training for our staff. We set ourselves verifiable targets for the improvement of environmental protection.

We are all responsible for the environment: We actively promote environmental awareness at Hamburg Airport. We encourage every member of staff to propose improvements to our environmental protection policy – either through our company “suggestion scheme” or by directly contacting the officers responsible.

We respect other people’s views and interests: We conduct an open and critical dialogue with the public at large, by supplying information on the impact our company has on the environment. As such we take any suggestions, questions and criticisms seriously.

195

Leadership Principles

Goals, Objectives, and Targets Employees ask themselves: What are our goals, objectives, and targets? What does achievement of goals, objectives, and targets require apart from each employee’s commitment? Are individual goals, objectives, and targets in congruence with respective corporate ones? Self-committed engagement in tasks, assignments to groups, teams, or departments help to create new operational, administrative, and strategic ideas. This shall be the mental starting point for superiors and subordinates that elaborate departmental priorities. Employees optimally contribute to achievement of corporate goals, objectives, and targets, if superiors give subordinates adequate scope of discretion, responsibility, and self-controlled access to resources. Routinely, superiors communicate with subordinates about degrees of achievement of goals, objectives, and targets.

Showing Commitment Performance, motivation, and commitment of each single employee contribute to the success of the Hamburg Airport Group. Employees take pride in their individual performance. Their pride is prerequisite for their emphatic commitment. Superiors need to discuss reasons for emergence of and remedies against impediments to corporate success openly and thoroughly. Reward and laureate schemes ought to effect that individual performance pays off materially and idealistically.

Internal Corporate Communication Information ought to be actual, adequately exhaustive, and reliable for it is an important factor of establishing mutual trust among superiors and subordinates. Optimal outcome from collective efforts posits that each employee, involved in whatever kind of collaborative task fulfillment, dispose of actual, adequately exhaustive, and reliable task- related information about data, facts, and figures.

Delegation of Tasks, Responsibilities, and Competences Appropriate delegation that respects the principle of congruence of task, responsibility, and competences increases corporate effectiveness, productivity, and job satisfaction. Delegation rests upon employees’ individual capacities and performance. In this respect, furthering self-confidence and readiness of taking charge of tasks is a necessary condition for defining employees’ adequate scopes of discretion. Supervisory intervention should be the exception to the rule. Intervention is appropriate and advisable only in cases in which achievement of corporate goals, objectives, and targets are at risk. In order to secure quality standards, superiors and subordinates give each other constructive feedback on degrees of achievement with respect to milestones, budget, and quality of individual or group workloads or projects.

Taking Responsibility Employees are encouraged to use their scope of discretion to the full. Taking responsibility presupposes a corporate culture, climate, or interpersonal atmosphere that

196 tolerates faults and rejects premature sanctioning of individual shortcomings. Striving for becoming role models, superiors generate such a culture, climate, and atmosphere.

Consensual Conflict Solution Diversity of thinking and acting patterns as well as different backgrounds of experience imply sporadic emergence of interpersonal conflicts. Not the conflict as such is the problem; however, inadequate dealing with it. Whenever colleagues cannot solve interpersonal problems on their own, challenge is to superiors to take the mediator’s role. Mediators conduct the discussion in a moderate, reconciling, and encouraging manner.

Supporting, challenging, and Coaching Subordinates Permanent, continuous, coherent, and respectful communication between superiors and subordinates is essential. Superiors support subordinates by lauding and constructively criticizing subordinates. Well-educated, trained, and coached employees are the corporation’s most valuable capital. Therefore, further vocational education, training on the job, and coaching are essential constituting elements of human resource development within the Hamburg Airport Group.

Departments’ Overlapping Collaboration, Units, and Unbundled Entities Employees are encouraged to enrich their knowledge of tasks and processes assigned to other departments, units, and legally unbundled entities. Team-orientated leadership, based upon mutual trust, supports collaboration that overlaps organizational boarders, furthers objective-focused execution of tasks, and improves mutual understanding, respect, and appreciation among departments, business units, and unbundled entities.

197 Appendix B: List of Types of Actions Symbolized in the Logic Model

(The running numbers below represent the circled numbers in the Logic Model)

1. Messages addressing airport neighbors (e.g., offering installations of soundproof windows, discussions of airport representatives with neighbors) 2. Messages addressing or affecting the community (e.g., tax payments, job creation) 3. Messages addressing environmental groups (e.g., dissemination of noise reports) 4. Messages addressing or affecting the public at large (e.g., flight shows) 5. Dissemination of press releases and meetings with media representatives 6. Contacts with and messages addressing environmental groups (e.g., attending meetings to which environmentalists invite) 7. Neighbors informing the media and messages on concerning this subject (e.g., by letters, e-mail messages, or telephone calls) 8. Lawsuits against the airport and messages addressing this issue (e.g., suing airports for noise compensation) 9. Discourses or discussions among neighbors 10. Condensation of discourses or discussions among neighbors into local narratives and messages addressing this issue (Lyotard, 1984) 11. Contacts between community representatives and the media and messages addressing such contacts (e.g., press conferences) 12. Contacts between environmentalists and the media and respective messages (e.g., press conferences or dissemination of pamphlets and subsequent discussions) 13. Contacts between the public at large and the media and respective messages (e.g., letters to the editor written by members of the public at large) 14. Contacts between courts and the media and messages addressing this subject (e.g., dissemination of press releases or press conferences, for instance, on cases in which major airports are involved) 15. Civic framing = journalists’ balancing divergent ideological standpoints in their articles 16. Conflict framing = journalists’ taking ideological standpoints in favor of either party involved in a social conflict on which journalists report or comment 17. Media internal reconciliation of conflict and civic framing 18. Convergence of seemingly irreconcilable positions, whereby airports’ improved reputation induces or catalyzes the shrinking of gaps between neighbors’ airport- associated perceptions and expectations

198 Appendix C: Codebook for Newspaper Content Analysis

Variables and Criteria for Likert-scale Operationalization

News item number: 1, 2, 3, 4, 5 … n.

Name of newspaper that published the evaluated article (SPSS-code: newspa): 1 = Die Welt 2 = Hamburger Abendblatt 3 = Die Tageszeitung 4 = Bildzeitung 5 = Hamburger Morgenpost

Publication dates (SPSS-code: pdates): yy/mm/dd

Prominence of the Article (promce): 1 = Very high prominence (more than 240 lines of 35 characters) 2 = High prominence (between 121 and 240 lines of 35 characters) 3 = Medium prominence (between 81 and 120 lines of 35 characters) 4 = Low prominence (between 51 and 80 lines of 35 characters) 5 = Very low prominence (20 to 50 lines of 35 characters) (Appealing pictures / photos may elevate the prominence)

Favorability of the article (SPSS-code: valenc): 1 = very negative 2 = negative 3 = neither negative nor positive 4 = positive 5 very positive

Stakeholder Relatedness (SPSS-code: stakeh): 1 = Neighbors 2 = Environment 3 = Passengers 4 = Airlines 5 = Community 6 = Public at Large 7 = Others

Sustainability Relatedness (SPSS-code: sustai): 0 = yes 1 = no

199

Descriptions and Examples Illustrating the Criterion Favorability

Descriptions

The rating neither negative nor positive is appropriate for articles that provide statistical material about Hamburg Airport, deliver unbiased reports on events as, for instance, annual press conferences on traffic and economic developments of the airport, or inform about new destinations or entrances of new airlines.

The rating negative is appropriate for articles that emphasize negative aspects of an event in a manner, which the average reader most likely associates cognitively or affectively with something dislikable.

The rating positive is appropriate for articles that emphasize positive aspects of an event in a manner, which the average readers most likely associates cognitively or affectively with something appreciable.

The distinction between the rating very negative, respectively, very positive and negative, respectively, positive follows the illustration, which E. Scharrer (2002) published1. According to Scharrer (2002), the rating very negative or very positive differs from their less pronounced qualifiers negative or positive in that they are to assign to texts the vocabulary, terminology, or style of which attracts the readers’ attention, particularly by appealing to their emotional spheres.

1 Scharrer, E. (2002). An “improbable leap”: A content analysis of newspaper coverage of Hillary Clinton’s transition from first lady to Senate candidate. Journalism Studies, 3(2), 393-406.

200

Examples

Example that illustrates the rating neither negative nor positive:

Text Mopo on May 31, 2008:

“Last year, Hamburg Airport facilitated 170,000 starts and landings. Airlines transported 12,700,000 passengers to or from Hamburg. Airport revenues increased by EURO 11.1 million to the amount of EURO 234.2 million…” (The researcher translated this and the following excerpts from newspaper articles)

Example that illustrates the rating negative:

Text Abendblatt on February 4, 1998:

After repeated break-ins at Lufthansa Boeing aircraft – The Airport-Boss: “We’ll respond appropriately”

For the second time within the last four weeks, a break-in occurred at an aircraft [at Hamburg Airport]. If not for the Boarder Guard officers’ attention, authorities would not have detained the wrongdoer, before [the person] could cause damage. The 18-year old person was taken to a psychiatric clinic…. (Hamburger Abendblatt, p. 6, February 4, 1998)

Example that illustrates the rating positive:

Text Abendblatt on October 16, 2008:

…The airport intends to achieve a reduction of landings between 11:00 p.m. and 12:00 p.m. “Airlines attracting attention as repeatedly approaching after 11:00 p.m. need to apply for exceptional authorization … “. … Hamburg Airport’s Environmental Protection Officer said. … Michael Eggenschwiler, CEO of Hamburg Airport LLC, is convinced: “Although we are a business company, we are striving for balancing economy with ecology”. (Gassdorf, 2008, October 16).

201

Example that illustrates the rating very negative:

In June 1994, taz headlined a rather critical article on an intended organizational restructuring, “Dispute on turn-around efforts at Hamburg Airport LLC.” The second paragraph of the article read:

In Hamburg, nobody doubts the necessity of a complete overhaul of the state-owned company…notorious for its mismanagement and sleepy headedness: Permanent red ink bottom line figures and poor services made Hamburg Airport one of the sloppy companies in the entrepreneurial kindergarten that harbors Hamburg’s state-owned enterprises. (Marten, 1994, June 16)

Another example that also illustrates the rating very negative:

On June 21, 2008, the Mopo headlined an article: “The air traffic noise is hell”. Subheaders read, “Residents in Niendorf and Langenhorn are unnerved” and “Person X (age) does not hear the sound of her TV-set any more.” The article’s first lines described how the Person X experienced this at 8:00 p. m as follows:

Anchorperson Y truly bawls at Person X (age). Person X, living in Stellingen, has turned up TV-loudspeakers to full blast. [Person X’s] glance permanently moved hither and thither, from the TV-set to the window. Then, Person X looked up into the sky suspiciously. For the last four weeks, landing aircraft had been thundering above her apartment; even double-paned soundproof windows were no sufficient remedy against the noise. More and more people are suffering in the same manner: The number of air traffic-related noise complaints increased by more than 60 percent in 2007, almost tripled since 2004. (Heinemann, 2008, June 21)

202

Examples that illustrates the value very positive:

An excerpt from an article, published in Bild, illustrates what very positive means in the here relevant context. The headline, Faster-Prettier-Bigger tuned in the reader to an article, which described the airport’s terminal ensemble as marvelous architecture and featured Hamburg Airport’s speaker of the board of CEOs (Schnitker, 2008, May 16).

Text left of photo: Airport-Boss Michael Eggenschwiler enthusiastically: “Hamburg Airport is number 2 in Germany in passenger satisfaction. After finalization of our expansion program we want to be among Europe’s top 10 airports.”

(Copyright: Michael Penner, Hamburg, who permitted this reproduction - see Appendix N). Michael Eggenschwiler as photographed person also permitted usage of the photo – Appendix O)

203

Appendix D: Codebook for Corporate Texts and Interviews

Codes Used in Matrixes for Signifying Dimensions of Sustainability

CI = corporate identity, image, communication, philosophy, and reputation EC = economic sustainability EN = environmental sustainability HI = historical information OI = other issues SO-E = moral corporate behavior SO-F = featuring areas, organizations, or personalities who deserve societal acknowledgement or set examples worth emulating SO-L = provision of leisure activities, including sport, entertainment, health and wellness or respective endorsements, encouragements, and advocacy SO-M = enablement of mobility SO-P = philanthropic, cultural, and community engagements or respective endorsements, encouragements, and advocacy SO-R = taking responsibility for the metropolitan region’s development or respective endorsements, encouragements, and advocacy SO-S = reminiscence of historical personalities (‘heroes’) who contributed to social improvement, progress, or technological innovation TI = technical information

Abbreviations Alleviating Transition from Tables G1–G29 to Tables G30–G40

When referring to appendixes in the following appendixes, I will use abbreviations specified hereinafter: Table F1, S1, S2, Table F2, S1, S2 etc. will stand for Table F1, Segment of Text #1, Segment of Text #2, Table 2, Segment of Text #1, Segment of Text #2 etc.

204

List of Abbreviations Used in Text Segments from Corporate Documents

AIC = Aeronautical Industrial Cluster AN = Association of Noise Affected Neighbors of Hamburg Airport ANP = Active Noise Protection AR = Annual Report ASMCS = Advanced Surface Movement and Control System AU = Audience BOD = Board of Directors BTTPS = Block-Type Thermal Power Station CC = Hamburg Chamber of Commerce CI = Corporate Identity CM = Community CSR = Corporate Social Responsibility CU = Customers EC = Economic Sustainability EM = Environmental Management EMSA = European Union’s Eco-Management Audit Scheme EN = Environmental Sustainability EP = Environmental Protection EPA = Environmental Protection Agency EPO = Environmental Protection Officer EPP = Environmental Protection Program EV = Environmentalists f & b = food & beverages FRP = Flight Route Planning GH = Ground Handling GPU = Ground Power Unit HAC = Hamburg Aviation Conference HAM = Hamburg Airport HFCP = Hydrogen Fuel Cell Powered HH = Free and Hanseatic City of Hamburg HM = ham.airport magazine HSR = High Speed Railway ISO = International Organization for Standardization LTB = Lufthansa Technical base MD = Media NA = Neighborhood Ambassador NAP = Noise Abatement Program NB = Neighbors NGP = Natural Gas Powered NMS = Noise Monitoring Stations

205 NPA = Noise Protection Authority NPH = Noise Protection Hangar (‘Hush House’) NPG = Noise Protection Group O & D = Direct flights from origin to final destination OFZ = Obstacle Free Zone PGS = Parking Guidance System PL = Public at large PNP = Passive Noise Protection RED = Real Estate Development RN = Running Number RPP = Roof Protection Program SD = Sustainability Dimension SH = Shareholders SO = Social Sustainability ST = Hamburg Airport Stakeholders TST = Table of Segments of Texts VIP = Very important person

206

Matrix for the Collection of Text Segments

RN Unit of Coding SD

1 HAM presented new environmental friendly equipment EN 2 3 4 (All above and below entries are dummy texts)

Matrix for Aggregating Coded Texts

Categorized Segments of Texts Aggregation of Segments into Messages

HAM rewarded for excellence in EP HAM installed 300 soundproof windows HAM demonstrated environmental sustainability Pilots complied with curfew hour policy

Matrix for Creative Coding

Aggregated Messages Patterns of Communicated Messages

Annual Reports 2005-2009 evidence that HAM persuasively demonstrated environmental sustainability HAM conveys the constant, consistent, and Corporate magazines 2010 evidence that the coherent message: We care for the environment frequency of demonstrating environmental and cultivate a sustainability-committed sustainability has increased and persuasiveness relationship with our stakeholders. improved

The website shows that HAM is strongly committed to environmental sustainability

207 Appendix E: Interview Questions

Interview Questions

RN Interview Questions Participants

1 How does the public at large perceive Hamburg Airport? all 2 What does the public at large expect from Hamburg Airport? all 3 How do protagonists of the community perceive Hamburg Airport? all 4 What do protagonists of the community expect from Hamburg Airport? all 5 How do noise-affected neighbors perceive Hamburg Airport? all 6 What do noise-affected neighbors expect from Hamburg Airport? all 7 How do environmentalists perceive Hamburg Airport? all 8 What do environmentalists expect from Hamburg Airport? all 9 Would politicians advocate more protective aircraft noise legislation if R, M, D, B frequency or militancy of protests against aircraft noise increased at major German airports? 10 Which are the three most effective communication measures for all improving Hamburg Airport’s reputation as a sustainability-committed enterprise? 11 Which are the three most persuasive arguments for substantiating all Hamburg Airport’s reputation as a sustainability-committed enterprise? 12 What additional communication measures could improve Hamburg all Airport’s reputation as a sustainability-committed enterprise? 13 How can Hamburg-Airport-minded stakeholders contribute to R, M, D, B improving Hamburg Airport’s self-presentation as a sustainability- committed enterprise? 14 How do journalists resonate to press releases? How do journalists R, M, D, B resonate to press conferences? How do journalists resonate to the informal meeting-the-press event “Without Pen & Pencil”?

208 Appendix F: Form of Consent

You are invited to take part in a research study of Hamburg Airport’s role as corporate citizen that tries to reconcile economic with ecological goals. You were chosen because the researcher assumes that you most likely have expertise or knowledge that predestines you for answering questions associated with the above-delineated research topic and the below-specified purpose of the study. This form is part of a process called “informed consent” to allow you to understand this study before deciding whether to take part. A student researcher named Benno D. Hoffmann, who is a doctoral student at Walden University, United States, is conducting this study. He was working for Hamburg Airport LLC or affiliated companies from October 1979 to February 2007. During this period, he held various positions, among them, head of legal services, assistant to directors, and executive vice president. Today, he does not maintain any contractual relationship with the company. Background Information: The purpose of this study is to explore whether, and if so, to explain why specific communicative measures are effective, others are less effective, or even others are not at all effective in presenting Hamburg Airport as sustainability-committed corporate citizen. Procedures: If you agree to be in this study, you will be asked to participate in a semistructured interview during which Herr Hoffmann will ask you to answer questions associated with the above-specified research topic. Mr. Hoffmann attached a list of these questions to the Letter of Invitation sent to you by e-mail. He again has handed out to you a copy of the Letter of Invitation, including the list of questions at the beginning of the interview. Mr. Hoffmann could pose additional questions if the progress of the interview requires or suggests it. The researcher will conduct the interview in German language. The full interview will take one hour, at the most. Voluntary Nature of the Study: Your participation in this study is voluntary. This means that everyone will respect your decision of whether or not you want to be in the study. No one at Hamburg Airport LLC will treat you differently if you decide not to be in the study. If you decide to join the study now, you can still change your mind during the interview. If you feel overburdened or stressed during the interview, you may stop at any time. You may skip any question that you feel is too personal. The researcher will respect your decision(s) and will not ask why you changed your mind. Above all, he will not try to persuade you to continue answering questions. Risks and Benefits of Being in the Study: Your participation in the interview implies the risk, however minimal it may be, that third persons could get to know the content of your answers. Among those persons could be individuals who oppose to your opinions and could therefore change their behaviors towards you. This could negatively impact your social or economic status. In order to minimize this risk, the researcher will keep your information confidential as described below. You will benefit from the participation in that you will obtain an electronic copy of the study if Walden University approves it as valuable dissertational contribution.

209 Compensation: Neither Benno D. Hoffmann nor Walden University will compensate you for scarifying time and engagement in answering questions of scholarly interest. However, Mr. Hoffmann would reimburse expenses that were necessary to reach the place of the interview. Confidentiality: Any information you provide will be kept confidential. Mr. Hoffmann will not use your information for any purposes outside of this research project. He will not include your name or anything else that could identify you in any reports of the study. Contacts and Questions: You may ask any questions you have now. Or if you have questions later, you may contact the researcher via phone number 0049404604401 or e-mail address [email protected]. If you want to talk privately about your rights as a participant, you can call Dr. Leilani Endicott. She is the Walden University representative who can discuss this with you. Her phone number is 1-800-925-3368, extension 1210. Walden University’s approval number for this study is 03-28-11-0020300 and it expires on March 27, 2012. The researcher will give you a copy of this form to keep. Statement of Consent: I have read the above information and I feel I understand the study well enough to make a decision about my involvement. By signing below, I am agreeing to the terms described above. Printed Name of Participant Date of consent Participant’s Written or Electronic* Signature Researcher’s Written or Electronic* Signature Electronic signatures are regulated by the Uniform Electronic Transactions Act. Legally, an "electronic signature" can be the person’s typed name, their email address, or any other identifying marker. An electronic signature is just as valid as a written signature as long as both parties have agreed to conduct the transaction electronically.

210

Appendix G: Matrixes of Coded Texts

Table G1

Segments of Texts Excerpted from the Mission Statement

RN Unit of Coding SD

1 Enabler and integrator of mobility SO-M 2 Important engine of economic growth EC 3 Commitment to customer care and trustworthiness EC/ 4 Responsibility for good partnerships with business partners SO-R 5 Demonstration of transparent corporate communication CI 6 Cultivation of good neighborhood relationships SO-P 7 Engagements in neighborhood projects SO-R 8 Provider of secure jobs SO-R 9 Implementation of long-term strategies EC 10 Sharing responsibility for the metropolitan area SO-R 11 Transformation of the airport into a communication hub CI 12 Commitment to environmental protection EN

Table G2

Segments of Texts Excerpted from the Environmental Principles

RN Unit of Coding SD

1 Avoidance of damage to the environment EN 2 Parsimonious consumption of energy and natural resources EN 3 Encouragement of partners and customers to do the same EN 4 Environmental protection exceeding legal imposition EN 5 Commitment to transparency: providing the public at large with data EN 6 Commitment to self-improvement through training and education EN 7 Sharing responsibility for the environment EN 7 Welcoming workforce’s proposals for improvement SO-E 8 Encouraging stakeholders to exert criticism SO-E

211

Table G3

Segments of Texts Excerpted from the Leadership Principles

RN Unit of Coding SD

1 Employees have wide scopes of discretion SO-E 2 Reward and laudation motivates employees to excel SO-E 3 Superiors encourage employees to feel pride in what they are doing SO-E 4 Trust among superior and subordinate builds on reliable information SO-E 5 Delegation: congruence among task, responsibility, and competence SO-E 6 Supervisory intervention only if goal achievement is at risk SO-E 7 Superiors create a culture of fault tolerance SO-E 8 Superiors and subordinates give each other constructive feedback SO-E 9 Superior sand subordinates communicate respectfully with each other SO-E 10 Well-trained and –coached employees are the most valuable capital SO-E 11 Team-orientation supports department-overlapping collaboration SO-E 12 Superiors’ role as mediator avoids confrontational conflict solutions SO-E

212

Table G4

Segments of Texts Excerpted from the Annual Report 2005

RN Units of Coding SD

1 Flexibility, efficiency, customer orientation EC 2 Acquisition of new airlines and destinations SO-M 3 New schemes of fees/charges stimulate sound growth EC 4 Investment of €35 million in noise protection during the past five decades EN 5 Implementing customer-oriented task/responsibilities structures EC 6 Uniform self-representation of HAM and partners as the Airport Family CI 7 We do business without any state subsidies SO-R 8 Consensus among parties, employer associations, and unions is crucial SO-E 9 Acquisition of new attractive destinations SO-M 10 Strong passenger growth EC 11 EU legislation-conform incentives secure sound growth EC 12 Higher increase in passengers than in movements EN 13 Demand for low cost flights increased by 20% SO-M 14 Record high numbers of hotel bookings in the metropolitan region EC 15 50 low cost (price) destinations SO-M 16 Air Berlin created 130 jobs in Hamburg SO-R 17 Competitive price levels of non-aviation products stimulate business EC 18 Nostalgic shut down Terminal Tango highly demanded event location SO-L 19 Sky World TM creates/supports airport branding CI 20 25,000 attended the company’s Family Day SO-L 21 Offering target group-specific high end brands CI 22 Celebrated inauguration of Terminal 1 SO-L 23 Involvement of all business partners into the expansion project SO-R 24 RED in consensus with the interests of the environment EN 25 Flight paths defined according to population density EN 26 One new job on each 1,000 additional passengers EC

213 Table G5

Segments of Texts Excerpted from the Annual Report 2006

RN Units of Coding SD

1 Terminal inaugurated in 2005 affects image positively CI 2 New York (JFK) destination increases attractiveness SO-M 3 Modern wide-body aircraft minimizes noise exposure EN 4 HAM considerably contributes to economic growth in the region SO-R 5 New security regulations diminish profit EC 6 Improved service friendliness increases customer satisfaction CI 7 Market growth induced by increased O & D frequencies SO-M 8 Incentivizing the introducing of new destinations and sound growth EC 9 Increase in low price flights secures market-conform and sound growth EC 10 Growing demand for touristic products stimulates air traffic growth EC 11 Master plan reconciles economy, operation, and ecology EN 12 Record high increases in passengers, revenues, and profit EC 13 Offer of more long-haul flights enlarging the catchment area EC 14 Increase in passengers higher than growth of movements EN 15 Tourism industry contributes €6 billion to HH’s value creation SO-R 16 140,000 jobs associated with touristic products and services SO-R 17 Introduction of 10 new destination EC 18 100 airline destinations offered at prices below €100 SO-M 19 Increased numbers of flights to relatives and friends SO-M 20 CEO of Emirates emphasizes HH’s attractiveness CI 21 Over proportional increase in non-aviation revenues EC 22 Experiencing the stay at HAM as event/adventure SO-L 23 Quality campaigns help improve the image of the airport CI 24 Officially certified: price levels are lower than inner city ones EC 25 Surveys of customer satisfaction create credibility CI 26 Airports are economic enterprises and publicly needed facilities SO-R 27 Airports quest for EU commitment to the creation of new capacities SO-R 28 Expansion prerequisite: Reconciliation of economy and ecology EN

214

Table G6

Segments of Texts Excerpted from the Annual Report 2007

RN Units of Coding SD

1 HAM facilitated more than 12 million passengers EC 2 High partition of business travelers; 20 new destinations SO-M 3 NAP exceeds legal impositions EN 4 Introduction of noise-dependent landing fees EN 5 Use of HFCP vehicles and installation of hydrogen filling station EN 6 150,000 citizens visited ADH, among them, many neighbors SO-L 7 Nostalgia meets Modernity, old/new – big/small aircraft SO-L 8 Jobs for apprentices: Number exceeds demand SO-E 9 Record high passenger volume, revenues, and profit EC 10 Attractive price levels stimulated growth EC 11 Considerable investment in passenger convenience and safety EC 12 Mastering growth in an efficient manner EC 13 ASMCS: Noise reduction and process optimization EN 14 Developing competence in marketing high-end brands EC 15 Plaza investment of €88 million EC 16 Concerted real estate marketing EC 17 GH is a reliable and sustainable partner SO-R 18 Sound mix of traditional and low cost carriers EC 19 Air Berlin is the only carrier that covers all market segments EC 20 CO2 emissions reduced by 11.6 tons; commitment to higher reduction EN 21 New legislation imposes new day (65)-night (55) eq. noise levels EN 22 Additional 3,000 citizens/neighbors will benefit from NAP EN 23 Offers to employees: sports, education, family consulting SO-E 24 Offers to employees: kindergarten, vacation camps SO-E 25 Philanthropic payments to sport clubs SO-P 26 Philanthropic payments to neighborhood events SO-P

215

Table G7

Segments of Texts Excerpted from the Annual Report 2008

RN Units of Coding SD

1 Only modest growth due to the global economic crisis EC 2 Immediate effect of crisis: Diminishing revenues and profit EC 3 Crisis is opportunity: Acyclic investment EC 4 Increased attractiveness: Long-haul destinations, Plaza, HSR EC 5 Successful encouragement of airlines to respect curfew hours EN 6 Valuable social good: Harmony with neighbors SO-R 7 Focus of aviation marketing: Exploitation of niche markets EC 8 New slogan “fast, beautiful, modern” easily communicable CI 9 Over-proportional demand for long-haul flights SO-M 10 Low cost carrier Air Berlin most relevant driver to growth EC 11 Processes from check-in to gates: “Fast, beautiful, modern” CI 12 Negotiations with airlines: Fair and transparent SO-E 13 Safety and security trainings qualify staff for challenging jobs SO-E 14 No fees: Transports of seriously ill children from Afghanistan SO-P 15 “Fast, beautiful, modern”: Redoubling retail and f & b areas EC 16 Self-presentation as locally anchored international brand EC 17 The architectural ensemble epitomizes “fast, beautiful, modern” CI 18 Challenge to staff: Construction under operation SO-E 19 RED guidelines and decision parameters secure future expansion SO-R 20 GH view of “fast, beautiful, modern”: All services from one hand EC 21 Peak hour patterns require flexibility and good communication SO-E 22 Differentiated service standards respond to customer demand EC 23 “Fast, beautiful, modern” defines CSR-focused EP EN 24 Prevention of wake-turbulence damage (RPP) EN 25 ISO 14.001 and EMSA certifications EN 26 Noise reduction: 33% since 1997 EN 27 AIC-membership: “Efficient Airport 2030” SO-M

216

Table G8

Segments of Texts Excerpted from the Annual Report 2009

RN Units of Coding SD

1 Attitude toward crisis: Challenge to be innovative EC 2 Test flight of HFCP aircraft EN 3 Eco-efficiency contributes to reduction of emissions EN 4 Improved communication of commitment to climate-neutrality EN 5 Functionally optimal terminal ensemble SO-M 6 In spite of crisis: Financial results better than expected EC 7 Traffic mix tendency: Bigger aircraft–less frequencies EN 8 Revenues from expanded retail and f & b areas prove: strategy has been right EC 9 New aviation marketing concept: CI through personalization CI 10 Successful marketing strategy: Routes Marketing Award CI 11 Marketing philosophy: Reliability, internationality, and tradition EC 12 Integrator of transport modes air, sea, and land SO-R 13 Introduction of a high-tech lightning alarm system SO-E 14 Lateral thinking inspires/ignites/initiates innovation EC 15 HAC surfaced innovative ideas/concepts for mastering crises CI 16 Installation of 66 emergency telephones and defibrillators SO-E 17 Short turn-around standards challenge staff and require optimal communication SO-E 18 Decentralized responsibility: On-the-job-safety pivotal SO-E 19 Promoting the introduction of HFCP-vehicles EN 20 HFCP-tug test phase: Global requests for information EN 21 Airport Family contest: Ideas for “Service wins” SO-E 22 Corporate philosophy: Teamwork secures customer retention EC

217

Table G9

Segments of Texts Excerpted from ham.airport.magazine 1/2009

RN Unit of Coding SD

1 The real ‘Grosse Freiheit’ (= Street in Hamburg’s red light district) SO-L 2 Similarities of Hamburg and Toronto SO-L 3 Love brought young professional back to Hamburg SO-F 4 A sailor for seven days SO-F 5 Hamburg in full bloom SO-L 6 Poker fever at HSV (= local soccer club) SO-L 7 Habor City: 157 hectare of the future CI 8 The new Hamburg Airport: Attractive architectural ensemble CI 9 Mission de-icing: New staff concept SO-E 10 CEO Hunold: From carrying bags to running an airline SO-R 11 Airport News: ISO 14.001 and EMSA Certifications EN 12 La dolce vita in Naples SO-L 13 Prague: Literary Easter stroll SO-L 14 Innsbruck: The call of the mountains SO-L 15 Helsinki: The daughter of the Baltic SO-L 16 Dubai: Shopping in the desert SO-L 17 Riga: White nights on the Baltic SO-L

218

Table G10

Segments of Texts Excerpted from ham.airport.magazine 2/2009

RN Unit of Coding SD

1 Hamburg meets Budapest SO-L 2 Hungarian medicine made in Hamburg OI 3 To Thailand with children SO-L 4 Holiday endeavor: Rescuing endangered elephants SO-R 5 Hamburg: Criminal Scene Inquiry SO-L 6 The Hamburg questionnaire answered by Person X OI 7 Soccer: The most beautiful pastime in the world SO-L 8 The new Hamburg Trade Fair Facilities SO-R 9 A Sunday at Hamburg Airport SO-L 10 “Bees work as bio-filters” (Beekeeper quotation) EN 11 Airport News: New Red Cross high-loader SO-R 12 Rio de Janeiro: Brazil’s Capital of Happiness SO-L 13 Vienna: St. Stephens Cathedral and ‘Sachertorte’ SO-L 14 Istanbul: The bridge to the Orient SO-L 15 Toulouse: The pink city SO-L 16 Sham El-Sheikh: Just dive SO-L 17 Oslo: Nordic heritage SO-L

219 Table G11

Segments of Texts Excerpted from hamburg airport magazine 1/2010

RN Unit of Coding SD

1 Hamburg meets Salzburg SO-L 2 Music and marzipan connects Hamburg and Salzburg SO-L 3 Theater director Flimm: Feeling at home in Hamburg and Salzburg SO-F 4 Bula Fiji: “Time is our friend.” SO-L 5 Hamburg–Gateway to the world: Art, delicacies, and curiosities SO-L 6 The ELBE 17 dock: King size beauty salon OI 7 ‘HSV’: Soccer star on the catwalk SO-L 8 Perfect for Flaneurs: Five walks in Hamburg SO-L 9 Video bus tour: Lights–camera–action! SO-L 10 Radisson Blu Hotel: Just 100m to take-off SO-L 11 Lost & found: Abandoned nine-week-old puppy OI 12 Welcome to the Emirates lounge SO-L 13 Dubai: City of the superlatives SO-L 14 London: In tune with the zeitgeist SO-L 15 Stockholm: Definitely royal SO-L 16 Cyprus: The isle of Aphrodite SO-L 17 Cologne: Its carnival battle cry is “Koelle alaaf! SO-L

220

Table G12

Segments of Texts Excerpted from hamburg airport magazine 2/2010

RN Unit of Coding SD

1 Hamburg meets New York–contrasts and similarities SO-L 2 Two artists love for both cities Hamburg and New York SO-F 3 The fascination of Western Greenland SO-L 4 Hamburg’s green oasis SO-L 5 Elbe Philharmonic Hall–A growing landmark CI 6 Musical ‘Sister Act’–a visitor magnet SO-L 7 Soccer Club ‘HSV’: Too many coaches in too short a time SO-L 8 Bizarre insider tips, curious products, and Hamburg specials SO-L 9 The adventure of emigration HI 10 2011: celebrating the airport’s 100th birthday CI 11 A shining shoe is a second business card SO-F 12 Vural Oeger: 41 years of Hamburg–Turkey tourism SO-F 13 Paris: The city of love SO-L 14 Istanbul: City of the four elements SO-L 15 Olbia: The footprint of God SO-L 16 Marsa Alam: A diver’s paradise SO-L 17 Manchester: Bricks, music, and soccer SO-L

221 Table G13

Segments of Texts Excerpted from follow me 1/2009

RN Unit of Coding SD

1 Employees security checks: No-tolerance of exceptions policy SO-E 2 CEOs message to employees: Resilience and cost awareness SO-E 3 ‘Stumbling blocks’: In reminiscence of Jewish NS-victims SO-S 4 Opening ceremony ahead: Stylish Airport Hotel CI 5 Successful acoustic bird control EN 6 Cruiser flights around the globe SO-L 7 Acquisition of new destinations SO-M 8 New Red Cross high loader SO-R 9 News: e.g., growth in the tourism industry; Kabul airlift; new lounge EC 10 Mystery shopping award winner EC 11 Installation of self-check-ins in the Plaza TI 12 250 experts and executives attend HAC CI 13 Airport Plaza: Seductive buying atmosphere EC 14 In the final phase: New corporate uniforms and work clothes SO-E 15 Officers on duty: Increase in staff headcount SO-E 16 Safety initiative: Installation of new lightning alarm system SO-E 17 HAMfun project group promotes sports and leisure activities SO-L 18 Encouragement of employees’ donating blood SO-P 19 Invitation to participating in non-smoking seminars SO-E 20 Terminal Tango: Students give COURAGE an artistic face SO-P 21 Encouragement to engage in honorary work SO-P 22 UAS lectures on the theme ‘The Fascination of Flying’ TI 23 40th anniversary of the ‘Jumbo’ (Boeing 747) HI 24 Exhibition: Featuring aviation pioneer Hugo Junkers SO-S 25 Neighborhood Ambassador on tour SO-R

222 Table G14

Segments of Texts Excerpted from follow me 2/2009

RN Unit of Coding SD

1 Maiden flight of the HFCP aircraft ‘Antares’ EN 2 Airport Hotel: Finishing work on the building site CI 3 Awarded by the CC: Excellence in environmental awareness EN 4 CEOs explain effects of the economic crisis to employees SO-E 5 CEO Eggenschwiler elected to the executive board of ACI-Europe CI 6 A farewell to the Airbus A 300-600 at LHT HI 7 2,000,000th passenger on the City–Airport train SO-M 8 Response to the crisis: Acquisition of new destinations EC 9 Winning of the Routes Marketing Award EC 10 Globally unique equipment tested in fire drill TI 11 News: e.g., Foundation of the Center for Applied Aviation Research TI 12 ARC focus: Individuals with Restricted Mobility SO-R 13 Donation to a children and youths charity organization SO-P 14 High ranking local politicians visit the airport CI 15 Reopening of a customer service point CI 16 Preferential rates for employees with rent-a-car company SO-E 17 One-page feature of the food & beverage courts EC 18 Output of Aviation Security: 20,000 identity papers and licenses p.a. SO-E 19 Hobby Group ‘Photography’ exhibits: Employees at work SO-F 20 Soccer tournament and other sporting activities SO-E 21 HAM cyclists participate in 300 km race in Sweden SO-F 22 Social project: Employees refurbish playground equipment in the neighborhood SO-P 23 HAM volunteers help organize social event in the neighborhood SO-P 24 Neighborhood Ambassador represents HAM at weekend events SO-R 25 50th anniversary of Eurocar at Hamburg Airport HI

223 Table G15

Segments of Texts Excerpted from follow me 3/2009

RN Unit of Coding SD

1 Customer service is team sport SO-E 2 Airport Hotel: Opening ceremony attracts VIPs CI 3 ‘Hamburg Way’ supports education of underprivileged children SO-R 4 HAM cooperates with academic institutions CI 5 Opening of additional 1,800 parking lots EC 6 Neighborhood Ambassador has a busy agenda SO-R 7 Installation approach light posts made of carbon fiber TI 8 Food center Marché International awarded EC 9 Acquisition of new destinations SO-M 10 Performance optimization of Ground Power Units EN 11 Continental Airlines joins Star Alliance SO-M 12 Air Berlin increases number of self-check-ins SO-M 13 HAM Marketing Cooperative presents “Magic Worlds’ SO-L 14 Opening of Dunhill Lounge EC 15 ’17 Hippies’ performance in Terminal 1 SO-L 16 Complaint boxes: Airport Office open to criticism by passengers CI 17 Installation of a new Climate Reference Station EN 18 Opening of a gambling center in Terminal 1 SO-L 19 16 apprentices start careers with Hamburg Airport SO-R 20 CEOs inform employees about airport issues SO-E 21 Great resonance: Bicycling to work EN 22 Encouragement to donate blood SO-P 23 10th anniversary: Sniff dogs detect explosives HI 24 Employees’ children enjoy vacation camp SO-E 25 2,451 participate in 10-miles ‘around-the-airport-race’ SO-L 26 Bus Tour Company offers: Backstage views of the airport SO-L 27 ‘Beatlesmania’: Permanent exhibition opens doors SO-L 28 Airbus A 380 landing at HAM TI

224 Table G16

Segments of Texts Excerpted from follow me 4/2009

RN Unit of Coding SD

1 Fresh-food market opens doors EC 2 HAM seizes the crisis as opportunity EC 3 Airport Hotel design generates atmosphere of wellness CI 4 HAC tackles with new aviation and tourism trends CI 5 Boeing 737-800 named after charity organization SO-P 6 Employees give Christmas presents to young cancer patients SO-P 7 KLM celebrates 90th anniversary at HAM HI 8 New destinations: From Hamburg to ski resorts SO-M 9 New banking outlet opens doors EC 10 Air Berlin now serves HAM-FRA destination SO-M 11 Exhibition informs about health risks to restless managers SO-L 12 Kielius Bus Tours celebrate 30th anniversary HI 13 AFS awarded for excellent safety management CI 14 Telephone information staff: First point of contact for customers SO-E 15 Frequently requested: HAM’s energy management consulting EN 16 Airport Chapel presents an alternative Christmas Story SO-P 17 Anything to declare: Featuring custom services SO-F 18 Work council chairperson: “Employees’ trust makes me proud.” SO-E 19 Low cost carriers benefit from the crisis EC 20 Refurbished: Fitness center for employees reopens SO-E 21 ‘Airport Bikers’ invite underprivileged children to enjoy a day at the airport SO-P 22 Motto of the 2009 employees party: ‘A Venetian Night’ SO-E 23 Two features: 40-year careers with Hamburg Airport SO-F 24 ‘Profi-Card’ guarantees preferential rates with public transportation SO-E 25 20,000 attended ‘Magic Worlds” SO-L 26 Heavy duty foam tender/vehicle visits neighborhood charity event SO-P 27 HAM’s twitter address: http://www.twitter.com/HamburgAirport CI 28 The Neighborhood Ambassador team visits Christmas Markets SO-R 29 120m2 ‘Busy Bee’ poster propagates FHH environmental awareness EN

225 Table G17

Segments of Texts Excerpted from follow me 1/2010

RN Unit of Coding SD

1 Installation of defibrillators in the terminals SO-E 2 2011: Airport will celebrate its 100th anniversary HI 3 HAM21–expansion program: Mission accomplished SO-M 4 STARS: Ground Handling subsidiary turns 10 HI 5 New HAM-Website link: “My Hamburg Airport” CI 6 Acquisition of new destinations e.g., Rimini, Vilnius SO-M 7 Edeka Marketplace: Shopping has become more attractive EC 8 HAM donates for Haiti SO-P 9 “Hamburg Airport Friends” turns 10 HI 10 Fast. Beautiful. Modern. – Green: Sustainability Commitment EN 11 A-SMGCS: Optimization of aircraft movements TI 12 Corporate education: Program for 2010 SO-E 13 CEOs meet workforce: economic recovery in sight SO-E 14 Mystery Shopper Program: Shops awarded EC 15 Airport Family Contest: Awarded ideas SO-E 16 Check your vaccination pass: corporate doctor offers shots SO-E 17 Sports & Leisure turns 50 SO-E 18 20th anniversary of L’TUR at HAM SO-F 19 Tourism fairs: Marketing people on tour SO-F 20 Record winter for STARS: 5,000 deicing events: SO-F 21 Stabilization of air traffic EC 22 Returned to HAM: Aviation Weather Forecast TI 23 Ecumenists: Lutheran and Roman Catholic cooperation at HAM SO-R

226 Table G18

Segments of Texts Excerpted from follow me 2/2010

RN Unit of Coding SD

1 A-SMGCS: Ground radar went into operation TI 2 Neighborhood ambassador: Close contact with people: SO-R 3 Workforce parking space transformed into such for passengers SO-R 4 Neighborhood ambassador on tour SO-R 5 New security checks TI 6 Emergency drill: 54 people, simulating injuries, need rescue and treatment TI 7 Terminal Tango: Real Estate Fair OI 8 Continental Airlines: 5th anniversary at HAM HI 9 Exhibition in the Airport Chapel: Photos of Portugal SO-R 10 Hamburg Air: serving Sylt, Helgoland, and Juist destinations SO-M 11 For €99 to Basel SO-M 12 CEOs meeting with politicians SO-R 13 New CEO for AHS OI 14 Airbus, Bishop, and Dasell win Crystal Cabin Award EC 15 Health and family: HAM makes attractive offers to workforce SO-E 16 Great success: Girls’ Day at HAM SO-E 17 HAM wins European Routes Marketing Award CI 18 Anonymized cell phone based tracking of passenger flows SO-M 19 Ash cloud curbs traffic volume tremendously EC 20 Person with Asperger Syndrom gets internship at HAM SO-R 21 Safety first: featuring HAM’s safety engineers SO-F 22 HAM cyclists in Berlin SO-F 23 Automobile mechanic’s 32 years with HAM SO-F 24 Elected: New works council SO-E 25 Antonov AN 225 takes cargo for China SO-M 26 “Ringeltaube”: First class products at low prices OI 27 Bio-Detectives analyze air pollution EN 28 LH and Boeing celebrate 50-year cooperation HI 29 Two Chancellor Jets delivered to the military TI

227 Table G19

Segments of Texts Excerpted from follow me 3/2010

RN Unit of Coding SD

1 Test application of body scanners at HAM TI 2 Highlight 2011: HAM celebrates it 100th birthday CI 3 News from the terminals: New attractive outlets EC 4 Dentist center opened at HAM OI 5 Expansion of the security check area TI 6 Paint, play, laugh: Children’s corner in the food & beverage area EC 7 Passenger convenience: Parking reservation system SO-M 8 Acquisition of new destinations: e.g., Manchester and Reykjavik SO-M 9 Hamburg–Foehr in 45 minutes SO-M 10 Anniversaries: KLM–90 years, Air France–60 years at HAM HI 11 300 million passengers facilitated at HAM since 1920 HI 12 Apprenticeships at HAM: Learning is fun SO-E 13 Change in perspectives: HAM executives in social institutions SO-P 14 Airport Carbon Accreditation for HAM EN 15 Economic upswing helps aviation recover EC 16 Welcoming 13 new apprentices SO-E 17 HAM employee’s resolute reaction to emergency case SO-E 18 Technician’s 30 years with HAM SO-F 19 Corporate sports: Female tennis crew ranking 4th in Hamburg SO-E 20 Photo exhibition: Close views on trees OI 21 HAM donation to ARCHE SO-P 22 Airport Tigers: Employees’ kids involved in vacation programs SO-E 23 “Let there be light”: HAM takes part in the “Night of the Churches” SO-R 24 HAM launches corporate facebook.com profile CI 25 The Neighborhood Ambassador on tour SO-R 26 Another anniversary: 50 years of jet aviation at HAM HI 27 27th International Airport Race at HAM: 2,400 participated SO-L

228 Table G20

Segments of Texts Excerpted from follow me 4/2010

RN Unit of Coding SD

1 HAM celebrates 100th birthday–all join in CI 2 CEOs and works council address workforce: celebrate with us! SO-E 3 Dental services opened at HAM OI 4 Once more: Defibrillator saved passenger’s life at HAM SO-E 5 Family action day: ‘Magic World’ attracted 15,000 SO-L 6 HAM is part of the “European Ecological Capital” campaign EN 7 Hotel Radisson Blu celebrates its first birthday HI 8 Young Musicians perform in Terminal Tango SO-P 9 Bressler Menue wins Continental’s First Award CI 10 Acquisition of new airlines and destinations SO-M 11 Highly frequented Energy Conference at HAM EN 12 B747–400 named ‘Hamburg’ executed 13,100 flights HI 13 Security checkpoint ‘South’ revamped TI 14 Central service for employees and families SO-E 15 New mobility concept: ‘Profi-Card’ for employees SO-E 16 Succession in Human Resource Management SO-F 17 HAM is part of the European Company Sport Games SO-E 18 HAM apprentices excel in CC competitions SO-F 19 HAM employees participated in ‘Cycling to work’ and ‘Cyclassics’ SO-F 20 Featuring a canteen service person SO-F 21 Firefighter from Dar Es Salam visits HAM’s fire department OI 22 New location for an aviation pioneer’s monument SO-S 23 Neighborhood ambassador’s appearance at the fair ‘Wanderlust’ SO-R 24 Christmas Market for workforce members SO-E 25 Federal Service Medal for HAM’s EPO SO-F

229 Table G21

Segments of Texts Excerpted from Hamburg Flughafen 1/2009

RN Unit of Coding SD

1 Maiden ride of the City–Airport Train SO-M 2 Finalizing the expansion program: Opening the Plaza EC 3 Fourth consecutive time: ISO 14.001 and EMSA certifications EN 4 Runway rehabilitation: Apology for temporary noise exposure EN 5 Two 1,000 horse power heavy-duty foam tenders went into operation TI 6 ‘Child safety’ seminar: a must for parents SO-E 7 HAM donates spare newspaper copies to nearby detention center SO-P 8 HAM cosponsors holocaust survivors’ flight to Israel SO-P 9 EPO awarded for outstanding environmental engagement EN 10 Transavia connects HAM with ski resorts near Innsbruck SO-M 11 LH-Technical Base: Increased demand requires expansion EC 12 Flybe awarded as ‘Green Airline” EN 13 Jet Stream helps save fuel EN 14 Where Brazil reveals roots of African culture SO-L 15 In less than two hours to the most beautiful Italian cities SO-M 16 Insider tip: Explore New York beyond Manhattan SO-L 17 Low Cost Carrier Aer Lingus: James Joyce and Guinness SO-L 18 City–Airport Train: Fast and convenient SO-M 19 Plaza: 350 new jobs and seducing buying atmosphere SO-E 20 Print on demand: 700 newspapers from all over the world CI 21 Politicians convinced: The metropolitan region benefits from HAM SO-R 22 Plaza opened doors to the public: 40,000 visitors SO-L 23 Healing power: Salt grotto cures asthma and skin diseases SO-L 24 New bicycle shop opened near the airport SO-F 25 Rehabilitation of the organ in a nearby chapel SO-P 26 Featuring neighboring suburb SO-F 27 ‘Lost & Found’: Bride-groom found in an airport lavatory OI 28 Chinese guest student learns much about airport processes SO-R 29 Featuring Federal Police officer SO-F 30 Presenting shops and food-court outlets EC 31 ‘Miniature Wonderland’ presenting model aircraft SO-L 31 New Internet portal: Mothers offer children’s wear SO-F 32 Featuring ‘Room-Beauty’ service small enterprise SO-F

230 Table G22

Segments of Texts Excerpted from Hamburg Flughafen 2/2009

RN Unit of Coding SD

1 HAC Conclusion: Aviation industries need flexible structures SO-M 2 HAM: Gateway to the North SO-M 3 Less night flights – shrinking loud noise contours EN 4 70 students give COURAGE an artistic face SO-P 5 Flexibility, cost management, emission-dependent landing fees EN 6 HAM helps move a kindergarten to another location SO-P 7 Amphibian plane resumes 45-minute round-trips SO-L 8 Installation of a new lightning alarm system at the airport SO-E 9 Exhibition in honor of aviation pioneer Hugo Junkers SO-S 10 High-loader lifts disabled people on board the aircraft SO-E 11 Invitation of underprivileged children to the airport model show SO-P 12 Award for parking-lot P2 services CI 13 ‘Stumbling Stones’ in remembrance of holocaust victims SO-S 14 Tech-Center: Research of HFCP aircraft EN 15 ‘Albert Berlin’: 737-800 starts for €34,000 luxury cruising trip SO-L 16 Airport spotters: Specialized in photographing airport and else SO-L 17 Local company produces A 380 maintenance spare parts EC 18 Continental introduces new board entertainment system TI 19 Condor launches service to Sham El Sheikh SO-M 20 Emirates extends sponsoring contract with soccer club SO-L 21 Insider tip: From Brussels to India by Jet Airways SO-M 22 Flight captain explains the aircraft trimming mechanism SO-R 23 Finnair offers the shortest flights to Asia SO-M 24 Helsinki: A paradise for enthusiasts of modern artistic design SO-L 25 Malév serves the destination HAM-BUD twice a day SO-M 26 Students’ project honors anti-NS hero SO-S 27 Cyclist designs racing and mountain bikes SO-F 28 Featuring the metropolitan region: Bergstedt, a place to live SO-F 29 Firing warning shots as a means of bird control EN 30 Dream job: Service manager at the airport SO-F 31 Personal feature: Working as jauntier for Moewenpick SO-F 32 Red Cross offers seminars to long-time unemployed women SO-R 33 ‘Port Diary’: A pretty gift for various occasions OI 34 ‘Climbing garden’ offers entertainment and joy SO-L

231 Table G23

Segments of Texts Excerpted from Hamburg Flughafen 3/2009

RN Unit of Coding SD

1 HAM awarded for excellence in noise abatement and EP EN 2 Six bee-colonies’ honey production proves: excellent air quality at HAM EN 3 Holiday season: 1,500 additional parking lots SO-M 4 Airport Hotel in 2-min distance to the Terminals CI 5 Industrial association urges: New airport capacities are a prerequisite SO-M 6 Employees spend working time at retirement home SO-P 7 HAM wins Aviation Marketing Award EC 8 Airport TV: 200th telecast on HAM highlights CI 9 ‘Patrouille Suisse’ demonstrates top notch flying skills SO-L 10 Mystery shoppers control service quality EC 11 HAM firefighters rehabilitate playground equipment in the neighborhood SO-P 12 HAM food courts lauded by restaurant guide EC 13 LHT wins Crystal Cabin Award EC 14 AlsterAero produces integrated aircraft entertainment systems EC 15 German Wings expects excellent growth rates EC 16 Sylt is the oldest flight destination served from HAM SO-M 17 LHT varnishes ‘Dornier Merkur’ replica HI 18 Flight captain explains how to navigate on the ground SO-R 19 Hamburg’s partner-city Shanghai hosts World Fair 2010 SO-L 20 Information: Health care pays for holiday induced vaccination SO-E 21 Tunesia: 3-hour flight to cultural diversity and recreation SO-M 22 Nanjing: Place of pilgrimage in East China SO-L 23 Competition winners travel to Budapest SO-L 24 Air Berlin offers 273 weekly flights to 30 destinations SO-M 25 Students campaign against ‘binge drinking’ SO-R 26 Farmers Golfing: A variant of a popular sport SO-L 27 Hamburg software engineer present haut-couture in New York SO-F 28 Learning trail: Bronze plates guide through simulated solar system SO-L 29 Huge TV and movie collection harbors 40,000 items OI 30 Featuring a neighboring suburb SO-F 31 Airport model celebrates 50th anniversary HI 32 ‘Fleetkiekers’ keep Hamburg’s canal system clean HI 33 HAM sports unit opens Beach-Volleyball pitch SO-E 34 Featuring officer of the Federal Custom Services SO-F 35 Extra page: News from shopping malls and food courts EC 36 Local desert specialty in Lisbon: Pastéis, the tasty tart SO-L 37 30:1-magnified models of insects attract visitors SO-L 38 Trip to Hamburg’s smallest lighthouse SO-L

232

Table G24

Segments of Texts Excerpted from Hamburg Flughafen 1/2010

RN Unit of Coding SD

1 Our contained city: Food & Beverage, Hairdresser, Office Space EC 2 Radisson Blu: Only a few steps to the gates CI 3 Fewer night flights EN 4 TV anchor person: “I first met my wife on a flight HAM–FRA” SO-F 5 Dornier Museum: More than 100 years of aviation HI 6 Airport supermarket: Like anyone anywhere else EC 7 HAM launched twitter.com link CI 8 Lost & Found auction serves a good purpose SO-P 9 HAM will celebrate its 100th birthday in 2011 CI 10 Do you remember the ‘Candy Bombers’? HI 11 Anthology on the B-747 HI 12 Opening of the Emirates Lounge CI 13 Hourly tact of the bus shuttle HAM-Kiel SO-M 14 Featuring a female helicopter pilot SO-F 15 First LH A380 arrived at HAM TI 16 LHT capacity utilization is good EC 17 Engineering company hires employees EC 18 Air Berlin on equal footing with LH EC 19 Continental joined Star Alliance SO-M 20 Leisure carriers are serving four new destinations SO-M 21 Hundertwasser-building in Vienna gets ‘green’ EN 22 Egypt: Combining culture and leisure SO-L 23 Exchange rate attracts shoppers to London EC 24 Exploring Egypt on a 210 km Nile cruising SO-L 25 TAP: The specialists in South America traveling SO-M 26 Lisbon: Old narrow streets and modern architecture SO-L 27 Judge caricatures his peers SO-F 28 Presenting privately-owned Amber Room SO-F 29 Writer documents local history SO-F 30 Culture House ‘Ella’ combines comedy and social work SO-F 31 Saving Baroque Park SO-F 31 Featuring a suburb SO-F 32 Paramedics at HAM: Reanimation and First Aid SO-E 33 Three service ladies infected by the ‘aviation virus’ SO-F 34 Featuring a service person at the bulky items station SO-F 35 News from HAM shopping malls EC 36 Licorice store offers many delicious specialties SO-F 37 Sells airline trolleys as house bar equipment SO-F 38 “Magic Northern Lights”: Magician club meets twice a month SO-F

233 Table G25

Segments of Texts Excerpted from Hamburg Flughafen 2/2010

RN Unit of Coding SD

1 HAM invests millions in EP EN 2 Delivery of the 6,000th Airbus EC 3 HAM21: Expansion program accomplished TI 4 City–Airport train powered by green electricity EN 5 Interviewing professor on the globalization of medicine SO-L 6 Check-in: Be there 2 hr. before take-off TI 7 Installation of 66 emergency telephones and defibrillators SO-E 8 Legendary Hansa Jet back to its ‘place of birth’ HI 9 Aviation experts forecast: Growth is back EC 10 20th anniversary of L’Tur at HAM SO-F 11 Soccer stars impressed: 8th A380 delivered to Emirates SO-L 12 Forgotten hero: H. Koehl crossed the Atlantic in east-west direction SO-S 13 easyjet serves the destinations HAM-Luton and HAM-Gatwick SO-M 14 Air Baltic exploits niche markets SO-M 15 LH serves some destinations with larger Canadair types SO-M 16 Air Berlin expands its holiday destinations SO-M 17 How HAM will celebrate its 100th birthday CI 18 HAM anniversary homepage: Stones and Dalai Lama SO-F 19 Neighbor: HAM has influenced our business and family lives SO-F 20 Fifty years ago: B707 was the first jet to land at HAM HI 21 Partner city Shanghai is preparing for the Expo 2010 SO-L 22 To Bangkok and Hollywood: Only one change-over SO-M 23 Dubrovnik: The pearl of the Adriatic Sea SO-M 24 Shanghai Slogan: “Better City–Better Life” SO-L 25 air transat resumes summer service to Toronto SO-M 26 Heinrich S.: Rocking with the Beatles in the early 60s SO-F 27 Youth group: Chess stimulates logical and spatial thinking SO-F 28 Goods produced by inmates offered via Internet SO-R 29 250 year old manor house presents rich cultural program SO-L 30 Featuring a suburb SO-F 31 Featuring a unique window cleaner SO-F 32 Baggage tracking is a global challenge SO-F 33 Featuring Emirates’ station manager SO-F 34 Presenting the diversity of shopping opportunities in HAM’s malls EC 35 Civil association erects maypole SO-F 36 Featuring person who teaches laypersons ventriloquism SO-F 37 Presenting a shop ‘for the sweet tooth’ SO-F

234 Table G26

Segments of Texts Excerpted from Hamburg Flughafen 3/2010

RN Unit of Coding SD

1 HAM-induced: 1,000 new jobs in 2009 EC 2 Crystal Cabin Award: Three first prizes to Hamburg firms EC 3 In reminiscence of the old days: Sheep grazed on the airport HI 4 Supermarket’s success factors: Quality, service, prices EC 5 From LH technician to owner of Vartan Product Support SO-F 6 2 Government jets delivered to the military TI 7 New ground radar helps save fuel EN 8 CEO on economic crisis: We are regaining steam EC 9 Hamburg Airport Friends organize souvenir change market SO-L 10 Children in the cockpit: Copilot for a day SO-P 11 A child’s day at the airport SO-P 12 Business person’s 120th flight across the Atlantic with Continental SO-F 13 “Norderstedt” serves the Milano destinations SO-M 14 Air Hamburg’s two pillars: Tourism and business flights EC 15 Antonow AN-225 transports welding machine to China SO-M 16 March 30, 1970: First B747 landing at HAM HI 17 Former AT-controller aligns terrace with flight path SO-F 18 1962 reminiscence: transport of trotting horse as a challenge to air cargo HI 19 Rio de Janeiro: The beauty of the Copacabana SO-L 20 Bodrum: The pearl among Turkey’s beach resorts SO-L 21 Featuring collector of 50,000 menu cards SO-F 22 Japan’s Nara Park harbors the world’s biggest wooden temple SO-L 23 Condor serves 4 new destinations from HAM SO-M 24 26. Western and Muzzle-Loader Meeting SO-L 25 Kindergarten opened close to airport and LH-technical base SO-E 26 Featuring actor who formerly was the voice of Samson in ‘Sesame Street’ SO-F 27 Featuring designer of aluminum aircraft models SO-F 28 Featuring a suburb SO-F 29 HAM employs 50 apprentices SO-E 30 Two clerics listen to the needs of the people at HAM SO-R 31 Featuring the station manager of KLM/Air France SO-F 32 News from the shopping malls EC 33 Pippi Longstocking presented on a Museum Ship SO-L 34 Vacation pass guarantees children admittance at reduced prices SO-P 35 Oortkatner Lake: A windsurfing paradise SO-F

235 Table G27

Segments of Texts Excerpted from Hamburg Flughafen 4/2010

RN Unit of Coding SD

1 HAM partnering with “Green Capital” EN 2 Mayor of suburb demands just flight path policy EN 3 In 2011, HAM will celebrate its 100th birthday CI 4 Do not let fly kites near the airport! TI 5 Radisson Blu: Chief de cuisine excelled SO-F 6 Parking space reservation via Internet SO-M 7 HAM launched its facebook.com link CI 8 Speaking with greeters CI 9 Spairliners produces maintenance spare parts for A380 EC 10 HAM auctions off not or no more buyable soccer club souvenirs OI 11 Old Tucson: Where John Wayne and Ronald Reagan fought SO-L 12 Celebrating KLM’s 90th anniversary at HAM HI 13 Economic upswing induces increase in frequencies SO-M 14 LH is convinced: We will grow and keep #1 position at HAM SO-M 15 In the early days: Flight boys rendered services to passengers HI 16 Since 1920, HAM has facilitated 300 million passengers HI 17 In the early days: Flag stewards signaled ’Cleared for take-off’ HI 18 Featuring person who lived with his family in a corporate flat in Hangar B SO-F 19 Mauritius: Dream beaches and exotic flora SO-L 20 Dublin: Ireland’s biggest village SO-L 21 Researchers: Tomato juice develops its taste on board the aircraft OI 22 easyjet success story: from zero to 150 aircraft within 15 years EC 23 Cell phones convey medical data to doctors SO-L 24 ‘Child’s paradise’ offers everything children want the most SO-F 25 90th anniversary of unique Fritz-Schumacher residential area HI 26 Hotel near the airport turns 25 HI 27 Featuring person specialized in bio cosmetics SO-F 28 Featuring a beautiful district with 3 parks SO-F 29 Restaurant chief: Each day means new challenges SO-F 30 HAM dentist center open on weekends and holidays SO-L 31 Featuring service person: Accuracy is trump at GroundSTARS SO-F 32 News from the shopping malls EC 33 Tram terminal transformed into an attractive leisure event location SO-L 34 Featuring 12-year old who paints medieval scenarios SO-F 35 Slotcar Racing Center: 1:24 scale model cars on the racing track SO-L

236 Table G28

Segments of Texts Excerpted from Press Releases 2009

RN Unit of Coding SD

1 The new airport: Fast, beautiful, modern, CI 2 Improved convenience, accessibility, and food & beverage areas CI 3 Plaza: Completion of the architectural ensemble CI 4 Airport–City train: 25 minutes to the center of the city SO-M 5 Finalization of HAM21: 12,000 parking places SO-M 6 PGS: Traffic smoothening and information effects TI 7 Airport Hotel: Less than 100 meter to the terminal CI 8 Huge investment: €356 million expansion program finalized EC 9 Innsbruck: New destination to ski resorts SO-M 10 New banking outlet at the airport CI 11 Naming of a B 737-800 after a charity TV show SO-P 12 HAM donates €8,200 to charity foundation SO-P 13 ‘Wonder Worlds’ attracts 20,000 visitors SO-L 14 Emirates opens its largest German lounge CI 15 Fresh-food shop opens at the airport EC 16 Mayor Ole von Beust unveils mega-poster ‘Busy Bee’ EN 17 Air Berlin serves more than 80 destinations from HAM SO-M 18 HAM launched twitter.com link CI 19 Postal office new opening hours 9:00 a.m. – 9:00 p.m. OI 20 Airbus-Kiel bus service celebrates 30th anniversary HI 21 Runway rehabilitation: Apology for temporary noise exposure EN 22 3,000 daily customers in the Marché International food-court EC 23 Award for HAM’s exemplary EP strategy and NAP EN 24 HAM joins a corporate responsibility initiative SO-R 25 Maiden flight of a HFCP aircraft EN 26 Business travelers increasingly often use low cost carriers SO-M 27 HAM invests €40 million in refurbishment EC 28 HAM cares for job security SO-E 29 ‘SMS and fly’ service actualizes flight data CI 30 CEO Eggenschwiler was elected member of the ACI-Europe BOD CI 31 HAM wins Routes Marketing Award EC 32 ‘Patrouille Suisse’ demonstrates exorbitant flight skills CI 33 TV channel on Tour: Neighborhood Ambassador informs SO-R 34 HAC identifies aviation opportunities SO-M 35 HAM supports students’ project: Give COURAGE an artistic face SO-P 36 Exhibition honors aviation pioneer Hugo Junkers SO-S 37 Considerable decrease of night flights EN 38 Environmental initiative carries through sustainability workshop EN 38 New ambulance vehicle went into operation at the airport SO-R 39 Bees control the quality of the air at the airport EN

237 Table G29

Segments of Texts Excerpted from the Environmental Statement 2008

RN Unit of Coding SD

1 HAM excludes economic success at the cost of the environment EN 2 HAM engages in EP projects beyond the boundaries of the airport EN 3 HAM takes the concerns of the neighborhood seriously EN 4 HAM staff do their work in an environmentally committed manner EN 5 EM is a top priorities on HAM CEO’s agendas EN 6 HAM pursues a systemic environmental strategy EN 7 Defining counteractive measures to execute in case of emergency EN 8 PNP: Installation of noise-proof windows and ventilators EN 9 ANP: 30% of the landing fees made noise dependent EN 10 Strict restrictions on night flights protect neighbors from noise EN 11 Considerable surcharges imposed on late night landings and starts EN 12 FRP minimizes number of noise-affected neighbors EN 13 13 fixed NMS provide exact data on residents’ noise exposure EN 14 HAM minimizes share of pollutants emitted by airport vehicles EN 15 27 NGP vehicles reduce air pollution emitted by tarmac vehicles EN 16 GPUs deliver electricity to parked aircraft EN 17 BTTPS provides terminals with electricity and heat EN 18 NPH reduces noise emitted during engine checks on the LTB EN 19 HAM employs environment-friendly runway de-icing granulates EN 20 HAM applies biodegradable aircraft de-icing substances EN 21 Tanker farms for kerosene, avgas, and diesel are double-walled EN 22 HAM pursues a ‘green’ building strategy EN 23 Oil separators protect the groundwater basins from pollution EN 24 Use of HAM’s central waste collection station is mandatory EN 25 Low nutrient grasslands protect against bird strikes EN 26 Off-airport compensation of OFZ clearance induced tree cutting EN 27 EPP 2008-2011: Less energy consumption and noise reduction EN

238 Table G30

Aggregation of Segments of Texts from Corporate Principles

Category: Economic Sustainability

Enabler and integrator of mobility (G1, S1) Hamburg Airport ‘s economic strength Important engine of economic growth (G1, S2) enables mobility, is a prerequisite for Commitment to customer care (G1, S3) global connectivity, and benefits the Provider of secure jobs (G1, S8) creation of secure jobs. (Economic) responsibility for the region (G1, S10)

Table G31

Aggregation of Segments of Texts from Corporate Principles

Category: Environmental Sustainability

Committed to environmental protection (G1, S11) Hamburg Airport preserves nature, Avoidance of damage to nature (G2, S1) consumes resources parsimoniously, Parsimony, as to energy and resource consumption (G2, S2) protects the diversity of species, and avoids Providing the public at large with data (G2, S5) pollution. Overall responsibility for the environment (G2, S7)

Table G32

Aggregation of Segments of Texts from Corporate Principles

Category: Social Sustainability

Cultivation of good neighborhood relationships (G1, S5) Hamburg Airport strives for cultivating Engagements in neighborhood projects (G1, S6) harmonious relationships with its neighbors (The hermeneutical interpretation of G1, S6 justifies the and engages in social and philanthropic conclusion on philanthropic engagements) projects.

239 Table G33

Aggregation of Segments of Texts from Annual Reports 2005-2009

Category: Economic Sustainability

Flexibility, efficiency, customer orientation (G4, S1) Acquisition of new airlines and destinations (G4, S2) New schemes of fees stimulate sound growth (G4, S3) Investment of €35 million in noise protection (G4, S4) Customer-tailored responsibilities (G4, S5) New attractive destinations (G4, S 9) Strong passenger growth (G4, S10) Demand for low cost flights increased by 20% (G4, S 13) Competitive prices in the non-aviation business (G4, S 17) Location for high end brands (G4, S 21) Contribution to economic growth in the region (G5, S4) O & D frequencies induced market growth (G5, S7) Incentives for new destinations or for growth (G5, S8) Low cost flights secures market-conform growth (G5, S9) Hamburg Airport commits to enabling Benefits from demand for touristic products (G5, S10) mobility and global connectivity to High increases in passengers, revenues, and profit (G5, S12) business and leisure travelers, sound Long-haul flights enlarged the catchment area (G5, S13) economic growth, and contributing to Airports are economic enterprises (G5, S26) public welfare. Facilitation of more than 12 million passengers (G6, S1) High passenger volume, revenues, and profit (G6, S9) Sound mix of traditional and low cost carriers (G6, S18) Plaza investment of €88 million (G6, S15) Investment in passenger convenience and safety (G6, S11) Modest growth due to the global economic crisis (G7, S1) Over-proportional demand for long-haul flights (G7, S9) Air Berlin most relevant driver to growth (G7, S10) Redoubling retail and f & b areas (G7, S15) All services from one hand (G7, S20) Respond to customer demand (G7, S22) Crisis: Challenge to be innovative (G8, S1) Expansion of retail and f & b areas (G8, S8) Lateral thinking inspires innovation (G8, S14)

240 Table G34

Aggregation of Segments of Texts from Annual Reports 2005-2009

Category: Environmental Sustainability

Investment of €35 million in noise protection (G4, S4) Higher increase in passengers than in movements (G4, S12) Wide-body aircraft minimizes noise exposure (G5, S3) Environmentally friendly master planning (G5, S11) Passenger growth higher than that of movements (G5, S14) Hamburg Airport commits to noise Introduction of noise-dependent landing fees (G6, S4) abatement, reduction of pollution, and HFCP vehicles and hydrogen filling station (G6, S5) prudent use of natural resources. Noise reduction and process optimization (G6, S13) CO2 emissions reduced by 11.6 tons (G6, S20) New noise level legislation (G6, S21) Strict compliance to curfew rules and flight paths (G7, S5) Implementation of ISO 14,001 and EMSA (G7, S25)

Table G35

Aggregation of Segments of Texts from Annual Reports 2005-2009

Category: Social Sustainability

Self-representation as HAM Airport Family (G4, S6) Consensus: employer, associations, and unions (G4, S8) Involving partners into the expansion process (G4, S23) Experiencing the stay at HAM as event/adventure (G5, S22) 150,000 citizens socialized at ADH (G6, S6, S7) Hamburg Airport commits to socialize with Offering sports, education, family consulting (G6, S23) its neighbors and the public at large, caring Offering kindergarten, and vacation camps (G6, S24) for its employees, and philanthropic Philanthropic payments to sport clubs (G6, S25) engagements. Philanthropic payments to neighborhood events (G6, S26) Safety and security trainings qualify staff (G7, S13) Introduction of a high-tech lightning alarm system (G8, 13) 66 emergency telephones and defibrillators (G8, S16) On-the-job-safety pivotal (G8, S18)

241 Table G36

Aggregation of Segments of Texts from Corporate Magazines 2009-2011

Category: Economic Sustainability

CEO: Resilience and cost awareness (G13, S2) Acquisition of new destinations (G13, S7) 250 experts and executives attend HAC (G13, S12) Airport Plaza: Inspiring buying atmosphere (G13, S13) CEOs on economic crisis (G14, S4) 2,000,000th passenger on the City–Airport train (G14, S7) Acquisition of new destinations (G14, S8) Airport Hotel: Opening ceremony attracts VIPs (G15, S2) Acquisition of new destinations G15, S9) CEOs inform employees about airport issues (G15, S20) HAM seizes the crisis as opportunity (G16, S2) New destinations: From Hamburg to ski resorts (G16, S8) Acquisition of new destinations e.g., Rimini (G17, S6) Stabilization of air traffic (G17, S21) Hamburg Air: Sylt, Helgoland, Juist destinations (G18, S10) Hamburg Airport commits to investing in HAM wins European Routes Marketing Award (G18, S17) expansion programs in order to meet the Island Ash cloud curbs traffic figures (G18, S19) demands for mobility and global Acquisition of new destinations: e.g., Manchester (G19, S8) connectivity, taking the role of a job News from the terminals: New attractive outlets (G19, S3) creator, and contributing to public welfare. Economic upswing helps aviation (G19, S15) Acquisition of new airlines and destinations (G20, S10) Finalizing the expansion program (G21, S2) LHT: Increased demand requires expansion G21, S11) The metropolitan region benefits from HAM (G21, S21) Local company produces A 380 spare parts (G22, S17) German Wings expects excellent growth rates (G23, S15) LHT capacity utilization is good (G24, S16) Engineering company Assystem hires employees (G24, S17) Delivery of the 6,000th Airbus (G25, S2) Aviation experts forecast: Growth is back (G25, S9) HAM as job motor: 1,000 new jobs in 2009 (G26, S1) HAM CEO: We are regaining steam economically (G26, S9) Economic upswing: increase in frequencies (G27, S13) LH convinced: We will grow and keep #1 (G27, S14)

242 Table G37

Aggregation of Segments of Texts from Corporate Magazines 2009-2011

Category: Environmental Sustainability

ISO 14.001 and EMSA Certifications (G9, S11) “Bees work as bio-filters” (Beekeeper quotation) (G10, S10) Hamburg’s “green oasis” (G12, S4) 4th ISO 14.001 and EMSA certifications (G21, S3) Apology for temporary noise exposure (G21, S4) Hamburg Airport commits to preserving Less night flights – reduced noise contours (G22, S3) nature, noise abatement, avoidance of Warning shots: Optimal means of bird control (G22, S29) pollution, and parsimonious resource Award for excellence in noise abatement and EP (G23, S1) consumption. Honey proves it: Bee-colonies control air quality (G23, S2) Environmental protection: HAM invests millions (G25, S1) New ground radar helps save fuel (G26, S7) HAM partnering with “Green Capital” (G27, S1) Mayor of suburb claims just flight path policy (G27, S2)

243

Table G38

Aggregation of Segments of Texts from Corporate Magazines 2009-2011

Category: Social Sustainability

Mission de-icing: New staff concept (G9, S9) From carrying bags to running an airline (G9, S10) Rescuing endangered elephants (G10, S4) New Red Cross high-loader (G10, S11) ‘Child safety’ seminar a must for parents (G21, S6) Cosponsoring holocaust survivors’ flight to Israel (G21, S8) 70 students give COURAGE an artistic face (G22, S4) Helping a kindergarten move to another location (G22, S6) Hamburg Airport commits to supporting Students’ project honors anti-NS hero (G22, S26) neighborhood projects, giving donations to Students campaign against ‘binge drinking’ (G23, S25) charity organizations, encouraging its Paramedics at HAM: Reanimation and First Aid (G24, S32) executives to do the same, and featuring 66 emergency telephones and defibrillators (G25, S7) organizations and individuals who set Inmates offering goods through the Internet (G25, S28) respective examples. Children in the cockpit: Copilot for a day (G26, S10) HAM employs 50 apprentices (G26, S29) In 2011, HAM will celebrate its 100th birthday (G27, S3) Activities of the Neighborhood Ambassador (G13, S25; G14, S24, G15, S6; G16, S28; G18, S2, S4; G19, S25; G20, S23) HAM cares for its employees (G13, S15, S16, S17; G14, S16; G15, S19; G16, S20, S22, S23, S24; G20, S2, S5, S15, S18, S19, S20)

244 Table G39

Aggregation of Segments of Texts from Website Press Releases 2009

Category: Economic Sustainability

€356 million expansion program finalized (G28, S8) Hamburg Airport commits to investing in Investing €40 million (G28, S30) meeting the demand for mobility and global connectivity.

Table G40

Aggregation of Segments of Texts from Website Press Releases 2009

Category: Environmental Sustainability

Mayor unveils mega-poster ‘Busy Bee’ (G28, S16) Award for exemplary EP strategy and NAP (G28, S23) Hamburg Airport commits to noise Maiden flight of a HFCP aircraft (G28, S25) abatement, care for nature, reduction of Considerable decrease of night flights (G28, S36) pollution, and promotion of other Indication to sustainability workshop (G28, S37) organizations’ respective initiatives. Bees-test of the purity of the air at the airport (G28, S39)

Table G41

Aggregation of Segments of Texts from Website Press Releases 2009

Category: Social Sustainability

Donation of €8,200 to charity foundation (G28, S12) Hamburg Airport commits to philanthropic Joining a corporate responsibility initiative (G28, S24) engagement, cultivating good Cares for job security (G28, S27) neighborhood relationships, promotion of Neighborhood Ambassador informs (G28, S32) other organizations’ respective initiatives, Project gives COURAGE an artistic face (G28, S34) and caring for its employees.

245

Table G42

Aggregation of Segments of Texts from the Environmental Statement 2008

Balancing economy and ecology (G29, S1) Engagement in off-airport projects (G29, S2) Hamburg Airport commits to transparency, EMSA and ISO 14.001 have top priority (G29, S5) minimizing noise exposure, sparing Reduction of noise exposure (G29, S8, S9, S10, S11, S12) consumption of natural resources, Transparency (G29, S13) reduction of pollution, and restoration of Minimization of pollution (G29, S14, S15, S16, S17) nature. Minimization of risks of hazards (G29, S7, S21, S23)

246

Appendix H: Matrixes of Coded Interviews

Table H1

Matrix for the Collection of Segments of Text from the Interview with R

RN Unit of Coding SD

1 PL perceives HAM as environmentally responsible as long as affordable EN 2 PL sees HAM as an economically sound enterprise EC 3 PL identifies HAM as an employer that cares for its employees SO 4 PL expects HAM to treat nature responsibly EN 5 PL expects HAM to abate noise as far as this is affordable and possible EN 6 PL expects HAM to pay its employees well SO 7 PL expects managers to act as a fiduciary of a partly state-owned company EC 8 In general, PL has no excessive expectations beyond what HAM already does EC, EN, SO 9 CM appreciates HAM as a profitable company and corporate tax payer EC 10 CM looks upon noise from perspectives that differ according to their functions EN 11 EPA is more critical than other ministries EN 12 CM accepts that GH liberalization implied dumping of salaries and wages SO 13 CM respects that HAM offers relatively good working conditions SO 14 CM perspective could be whether publicly owned companies should be part of it SO 15 CM does not object philanthropy because of their economical relatedness SO 16 CM might subsume this under counteracting official policy SO 17 CM would see that this serves marketing, corporate communication, motivation SO 18 NB perceive HAM as a necessary evil EN 19 NB sees HAM rather as commercial enterprise than as publicly needed facility EN 20 NB expect HAM to take their interests seriously EN 21 NB expect HAM to do everything affordable and possible to abate noise EN 22 EV presumably perceive HAM like NB do; however, from a professional view EN 23 EV do not behave aggressively, due to the professionalism of our EPO EN 24 New media and social networks will increase frequency and intensity of protests EN 25 Politics would succumb to pressure from intensified protests against noise EN 26 Awards, collaboration with environmentalists, and sustainability report EN 27 Internal discourses about the subject “Sustainability” EN 28 Extension to economic and social sustainability would help EN 29 External communication of high profitability double edged sword EC 30 Skillful messages on profitability could create acceptability EC 31 HAM needs to accept the challenge to professionalize this sort of communication EC 32 3 core messages: profitability; environmental awareness, care for workforce EC/EN/SO 33 Partly privatization has not played a role with respect to sustainability awareness EC/EN 34 HAM needs to professionalize engagements in social media (e.g., facebook.com) EC/EN/SO 35 Publication of excellent results might arouse desires with airlines EC 36 Mouth-to-mouth propaganda helps convey positive messages EC/EN/SO 37 Stakeholders should multiply positive messages through their preferred media EC/EN/SO 38 Media representatives presumably perceive press releases as propagandistic EC/EN/SO

247 Table H2

Matrix for the Collection of Segments of Text from the Interview with M

RN Unit of Coding SD

1 PL perceives the airport as modern, in comparison with other airports EC 2 PL appreciates the short distances from check-in to embarking EC 3 Only a small minority complains about deficiencies EC 4 In comparison, few noise-affected neighbors have sued the airport EN 5 Even the land use planning act elicited not more than 14 law suits (~230 persons) EN 6 Other airports were confronted with 10,000 law suits or more EN 7 One reason for the acceptance of noise could be the location near the city EN 8 Reliable flight connections, calculability regarding demand for mobility EC/SO 9 Low price carriers’ offers have attracted many to fly to Barcelona etc. SO 10 CM expects reliable provision of publicly needed services EC/SO 11 CM also appreciates reasonable profit margins EN 12 NB perceive the airport differently, respective of their level of tolerance EN 13 Not perceivable how many swallow their anger or annoyance EN 14 Maybe that many have accepted the noise as an inevitable, resp., necessary evil EN 15 Tolerance to noise depends on the attitude a person has in this respect EN 16 Many presumably think that living in a city implies noise affectedness EN 17 NB expect consideration and thoughtfulness regarding their needs and desires EN 18 NB want that the airport sustain the current curfew hours EN 19 NB appreciate if the airport act anticipatively, not in reaction to legislation EN 20 Exception are accepted as long as mutual consideration prevails EN 21 EV manifest a type of perception that is limited to their tasks or engagements EN 22 They do not reflect the things the airport is doing; however, still see deficiencies EN 23 Presumably, our way of cultivating neighborhood relationships gives us credit EN 24 Politicians stress the issue ‘Noise’ very likely only for election campaign reasons EN 25 Often, politicians are not involved deeply enough as to know any details EN 26 Politicians rather identify with airport issues such as snow and ice services EN 27 Positive reports on the airport in the media contribute to improving its reputation EN 28 Messages, such as neighborhood engagements and donations belong to it SO 29 I do not connect the goal with a variety of specific single measures EN/SO 30 Media and social networks play a crucial role in spreading positive messages EN/SO 31 Mainly, the airport succeeds in making others publish positive messages EN/SO 32 We ought to inform about low levels of pollution and diversity of fauna & flora EN 33 We should inform about natural gas powered buses EN 34 We could inform about parsimonious consumption of natural resources EN 35 We differentiate fees according to categories of noise levels of aircraft EN 36 Airport-minded stakeholders should tune in to HAM’s line of communication EN 37 HAM could deliver background information on well-prepared DIN A4 sheets EN

248 Table H3

Matrix for the Collection of Segments of Text from the Interview with D

RN Unit of Coding SD

1 PL perceive HAM as important economic motor for the metropolitan region EC 2 PL perceive HAM as job creator and good employer SO-R 3 PL perceive HAM as point of departure, arrival, and intermodal hub SO-M 4 PL perceive HAM as partner within the chain of aviation-affine services EC 5 PL perceive HAM as source of air pollution and noise EN 6 PL acknowledge: HAM cares for the people, City-Airport train, and cab control SO-R 7 PL expect connectivity to a broad spectrum of destinations SO-M 8 PL expect frictionless parking procedures–space, money, and information SO-M 9 PL expect convenient accessibility–road and rail SO-M 10 PL expect fair partnership with neighboring districts SO-R 11 CM perceive HAM as a company that writes deep black figures EC 12 Among CM, HAM has many excellent engaged personalities that spread opinions CI 13 CM see HAM as excellent in comparison with other major airports and its past SO-R 14 CM positively assesses HAM engagements for social projects SO-R 15 CM honors that HAM cares for the needs and opinions of its neighbors SO-R 16 CM expect support of social projects, HH goals, and environmental protection SO-R 17 NB perceive HAM as responsible enabler of mobility and connectivity SO-M 18 NB see that HAM has done a lot for noise abatement and reduction of pollution EN 19 NB accept violations of curfew regulation as long as they occur exceptionally EN 20 Perceived negativity has not motivated NB to launch a campaign against HAM EN 21 NB acknowledge that up to one third of landing fees is noise dependent EN 22 NB expect extended restriction of curfew hours to 22-7 that HAM cannot fulfill EN 23 NB expectation (22) due to changed sleeping habits and working times EN 24 NB expectation (22) also due to increased sensitivity to noise by 7-8 dbA EN 25 EV perceive HAM as company that protects environment practically EN 26 EV honor HAM environmental activities from the professional perspective EN 27 EV appreciate that HAM engages in new types of environmental protection EN 28 EV sees that HAM over Europe-wide networking in environmental issues pays off EN 29 EMAS and ISO 14.101 help establish trust in HAM environmental awareness EN 30 EV expect engagement, integrity, information, and certificates EN 31 Politics would not act to further protests; a new law became effective in 2009 EN 32 3 measures: neighborhood, frictionless ops, and networking with stakeholders CI 33 Very important: HAM needs to use satisfied employees as ambassadors CI 34 Direct contacts with neighbors is crucial CI 35 Arguments: economic soundness, 51% = “Our HH”, fully integrated in public life CI 36 Additional: EC/EN/SO Sustainability report, internally and externally CI 37 Stakeholders should spread HAM engagements through their networks CI 38 CM spreads that HAM has reached a top notch level in sustainability CI 39 Journalists treat HAM understandingly CI 40 Very rarely, journalists’ frustration vis-à-vis complex issues ensues negativity CI

249 Table H4

Matrix for the Collection of Segments of Text from the Interview with H

RN Unit of Coding SD

1 PL usually perceive HAM as partner; in peak times as diminishing quality of life EN 2 PL expect HAM to care for transparency, communicate details as early as possible CI 3 PL expect HAM to engage in neighborhood projects financially and socially SO-R 4 CM perceive HAM as partner, particularly, for the purposes of communication CI 5 CM expect transparency, communication of details as early as possible CI 6 NB in old residential areas perceive HAM as neighborhood partner EN 7 NB in suburbs feel noise as cause for the deterioration of their quality of life EN 8 NB in suburbs have different opinions about flight paths EN 9 NB expect HAM to care for a just usage of flight paths EN 10 Some EV perceive HAM as aggressive regarding its communication strategy CI 11 Years ago, HAM could not present itself at events in suburbs CI 12 Persistent engagement in neighborhood projects induced change in mindset CI 13 EV are loosing members CI 14 NA and NPO have intersecting areas of social and environmental relevance CI 15 NA and NPO proceed along concerted strategies CI 16 EV expect HAM to organize just flight paths usage EN 17 NB in different areas of flight paths sectors have different interests EN 18 Constant violations of curfew hours would be reason enough for politicians to act EN 19 3 core measures: 1. Direct contacts; 2. Involving employees; 3. Partnering CI 20 PL appreciates the social engagements particularly in tough times SO-R 21 3 core arguments: 1. Economic factor; 2. Job creator; 3. Strong partner EN/SO SO-R 22 HAM should present itself more often in neighbors’ daily life spheres SO-R 23 CM should more often commit to and identify with HAM CI 24 CM could delineate what would happen to the region if the airport vanished SO-R 25 CM should not use HAM as subject of election campaigns CI 26 Display orders with newspapers secure us favorable coverage of HAM themes CI 27 Without preceding display order, newspapers do not cover HAM sponsored events CI 28 More CEO appearances at off-airport events would help improve reputation CI 29 Direct contacts of CEOs with people on site increase acceptance CI

250 Table H5

Matrix for the Collection of Segments of Text from the Interview with B

RN Unit of Coding SD

1 Generally, PL positively resonates to HAM; 100 year anniversary events help CI 2 External media analysis has reached all-time high CI 3 80% of print media coverage is neutral; “traffic growth” gets high evaluation CI 4 Thumb Rule: Two positive articles compensate for one negative article CI 5 Broad spectrum of destinations, direct connections, good service and ambience EC 6 PL expects HAM to do everything to diminish the negative impacts of noise EN 7 PL expects HAM to keep, for instance, tankers off residential areas EN 8 PL expectation sometimes imply that HAM take seriously “irrational” claims SO-R 9 HAM needs to care for each individual’s needs and demands SO-R 10 PL considers HAM responsible for the frictionless exertion of its functions SO-R 11 CM perceive HAM as an important regional job creator EC 12 CM perceives HAM as publicly needed facility that enables mobility SO-M 13 CM expects HAM to reconcile economic goals with ecological ones (politically) SO-R 14 CM expects HAM to be a traffic hub that is consensus-oriented SO-R 15 HAM has established close contacts with politicians and civil servants CI 16 The majority of NB accept HAM as a necessity that is not changeable SO-R 17 Just one anti HAM initiative exists; the number of members is shrinking EN 18 Impression: 95% of NB accept HAM as corporate neighbor SO-R 19 Many NB say: Noise has decreased; we acknowledge the efforts HAM makes EN 20 A relatively small group demands the extension of curfew hours EN 21 Appreciated by NB: Small aircraft avoid overflying residential areas EN 22 NB urgently expect timely and full information; NA does an excellent job CI 23 EV rarely utter discontent or reproach publicly EN 24 EV acknowledge HAM efforts to keep environmental nuisance or damage low EN 25 Common projects with, for instance, BUND improve HAM reputation EN 26 HAM anticipates EV expectations in order to minimize EV reaction potential EN 27 Near HAM, noise is the issue; distant from HAM, CO2 gets important EN 28 Anticipative: HAM employs natural gas powered buses EN 29 Other examples are: thermo-labyrinth, solar energy, and ground power units EN 30 Principally, politicians react to citizens’ expectations in environmental respects EN 31 Politicians are expected to consider and communicate implications correctly EN 32 Short-term reactions are unlikely, for the law has recently been changed EN 33 Most effective: 1. Live Marketing; 2. PR; 3. The rest is equally important EN 34 Best arguments: 1. Noise reduction; 2. Job creation; 3. EPP EN 35 Social media’s importance is growing rapidly CI 36 HAM website has 500,000 visitors monthly; each visitor going to 3.1 pages CI 37 HAM is a brand: It benefits most from third parties’ positive narratives CI 38 HAM cultivates excellent communicative contacts with civil servants CI 39 HAM informs civil servants anticipatively timely and exhaustively CI 40 HAM rarely arranges informal meetings due to lacking themes of high relevance CI 41 People ascribed to HAM things for which others are responsible, e.g. Security CI

251 Table H6

Matrix for the Collection of Segments of Text from the Interview with Q

RN Unit of Coding SD

1 PL perceive HAM as rather positive, modern, communicative, ecology-minded CI/EN 2 Pl perceive HAM as an identity-establishing facility: “This is our Airport.” CI 3 Specific issues are seen differently: air cargo has attracted media attention EC/CI 4 PL partly see special issues critically, e.g., aircraft noise CI/EN 5 HAM has a good reputation inn the eyes of PL CI 6 PL expect global connectivity, e.g., more direct intercontinental connections SO-M 7 PL expect improved landside accessibility, e.g., expansion of fast train net SO-M 8 PL expect that improvements of connectivity do not induce more nuisance EN 9 Q: Achievable by means of fee schemes, less noisy aircraft, price cap EN 10 Q: Higher increase in passengers than in movements is a respective indicator EN 11 In essence, CM- and PL-perceptions are identical: positive, modern, etc. CI 12 CC stresses special economically substantiated issues articulated by the industry EC 13 Communication between CC and HAM is at an appropriate level CI 14 CC expects the same kind of improvements as PL do SO-M 15 CC expects HAM to invest in air cargo for its relevance as economical driver EC/SO-M 16 CC expects that HAM promotes development-free zones around the airport EN/EC/SO 17 CC expects joint initiatives of exerting influence on development plans EN/EC/SO 18 NB perception has become increasingly differentiated EN 19 Highly noise-affected NB perceive HAM as an acute nuisance EN 20 Other NB perceive HAM as latent nuisance that is remaining at a constant level EN 21 Many NB expect HAM to increase its efforts of diminishing noise-affectedness EN 22 Among increased efforts ought to be expansions of noise abatement measures EN 23 NB expect HAM not to reintroduce night flights or reduce curfew hours EN 24 NB expect that airlines employ less noisy aircraft types EN 25 EV perceive airport and port as “troublemakers” EN 26 EV question necessity of some sorts of air traffic because of implied emissions EN 27 Scope of divergence of positions lessens likelihood of consensus EN 28 EV expect radical change in traffic structure, as to curfew hours etc. EN 29 EV expectations exceed status quo by far, as to noise abatement and compensation EN 30 EV expect reduction of frequencies, noise levels, and air pollution EN 31 Airport TV creates acceptance, HAM goes outside”, Green Capital, EPO CI 32 HAM creates jobs, secures the region’s economic competitiveness EC/SO-R 33 HAM should take initiative in optimizing integrated intermodal transportation SO-M 34 Coping with criticism requires “bearding the lioness in her den” CI 35 Expectation is justified that real estate values do not diminish EC 36 HAM ought to convey truthfully: “We care that things do not turn worse.” CI

252 Table H7

Matrix for the Collection of Segments of Text from the Interview with A

RN Unit of Coding SD

1 PL is divided into citizens, media, and others, whereby latter report on HAM CI/SO 2 HAM professionally communicates with PL-constituencies CI 3 Meanwhile, HAM anticipatively communicates, e.g., runway closures CI 4 Thus, EPA and HAM communication appears as being coordinated CI 5 EPA website contributes to informing HH citizens anticipatively CI 6 EPA proud of excelling in comparison with respective authorities other where CI 7 EPA and HAM collaborate in building acceptance among HH-citizens CI 8 EPA is working on EU-wide required noise contour registers EN 9 Majority of PL (PL-A) has a positive stance towards HAM EC/EN/SO 10 PL-A perceive HAM as big employer and integral part of HH EC/SO 11 NB feel considerably disturbed by HAM EN 12 NB expect strict compliance with curfew hours 11 p.m. – 6 a.m. EN 13 NB desire extension of curfews to late evening and early morning hours EN 14 NB expect HAM/EPA to prevent increase in movements EN 15 EPA and HAM collaborate in order to avoid traffic between midnight and 6 a.m. EN 16 Feedback from citizens proves their acknowledgment that night traffic decreased EN 17 Noise protection groups have become calmer, since I’ve been visiting them EN 18 My message is that HAM and EPA do everything to diminish negative impacts EN 19 Perceptions of PL and CM are congruent, their conclusions, however, differ CI 20 Politicians expect PL to tolerate exceptions from curfew rule if in their interests EC/EN/SO 21 CM and PL perceive HAM as important publicly needed condition sine qua non EC 22 CM expect PL, including NB – except themselves - not to complain EN 23 CM expects HAM to avoid that its behavior causes public irritation SO 24 CM expects that parties involved achieve compromises EN 25 CM expect EPA to agree to house building programs in the airport neighborhood EC/SO/EN 26 NB perception: EPA receives about 1,300 aircraft-noise induced complaints EN 27 Minority of complaining NB expect EPA to close down HAM EN 28 Most NB expect that EPA takes their complaints seriously and do what it can do EN 29 EPA can trace the reason for complaint to its source, based on HAM- data EN 30 EPA considers it important to listen to complaining NB, showing empathy EN 31 Heavily frustrated NB are hard to persuade that HAM is important for the region CI 32 The vast majority of PL has a positive stance towards HAM CI 33 Neither NABU nor BUND has ever focused on noise as an environmental issue EN 34 IHAM concept of transparency, public events, and open-minded EPO attitude CI 35 Relationship of trust between EPA and EPO improves HAM acceptance CI 36 Good task sharing between HAM and EPA in responding to complaints CI 37 Together, EPA and HAM inform about environmentally relevant improvements CI 38 Publications of what has been achieved gives HAM a positive profile CI 39 Well-informed NB are less inclined to react aggressively CI 40 Professional communication ought to coincide with realization of measures SO-R/CI 41 HAM carries through political meetings at which CEOs explain developments CI 42 HAM should improve internal communication, e.g., construction-induced impacts CI

253 Table H8

Matrix for the Collection of Segments of Text from the Interview with W

RN Unit of Coding SD

1 PL appreciates location near the city, increase in flights, accessibility, fast train SO-M 2 PL perceive HAM as positive, identify with its function as a gateway to the world SO-M 3 PL perceive HAM as an airport of short distances from check-in to gates SO-M 4 In essence, perceptions and expectations of PL are congruent CI 5 PL criticize only occurrences, such as e.g., vacation induced parking bottle necks SO-M 6 CM regards HAM as prevalently uncritical and do not see it as problematic CI 7 CM do not realistically consider the option of relocating the airport EC 8 In essence, perceptions and expectations of CM are congruent CI 9 CM are proud of HAM in the role as a gateway to the world CI 10 CM appreciates HAM as enabler of globalization CI 11 CM esteem that HAM has enlarged its capacities in fulfilling its functions SO-M 12 NB perceive that HAM deprives them of their idylls EN 13 Decades ago, people discovered northern suburbs as convenient, as to mobility SO-M 14 Today, NB regard HAM as “disastrous” EN 15 NB in northern suburbs are over proportionally affected by noise EN 16 NB complain about noise-related disturbance of outdoor leisure activities EN 17 NB perceive HAM announcement to expand as harbingers of increase in noise EN 18 NB regard the current distribution of landings to runway 33/15 as unfair/unjust EN 19 NB perceive HAM through the eyes of the anti-noise organizations EN 20 On beautiful days, NB perceive HAM as a nuisance EN 21 Rationally, the HAM dilemma of reconciling economy-ecology is not resolvable EC/EN 22 NB expect drastic penalization of landings after 11 p.m. and of fuel discarding EN 23 NB know that relief at suburbs implies increased affectedness other where EN 24 NB expect that HAM disclose its figures of noise contours/occurrences EN 25 NB expect HAM to say, “we are sorry for the nuisance you are enduring” CI 26 NB expect HAM to show that they honor/acknowledge endurance of nuisance CI 27 NB would appreciate more generous noise protection programs EN 28 Principally, there is no way of reconciling divergent interests of NB and HAM EN 29 The degree of alertness to noise influences the level of affection EN 30 My impression is that the noise levels have decreased during the last few years EN 31 I know that a lot of irrationality is in the minds and psyches of the noise-affected EN 32 I do not recall any noise-focused campaign initiated by NABU or BUND EN 33 Serious violations of the environment would have elicited EV reactions EN 34 Invitations to participating in guided visits are a good means to build acceptance CI 35 Corporate magazines should be more self-critical CI 36 HAM presents itself as integral part of HH CI 37 NDR broadcasts from HAM locations, prevalently, on economic issues CI 38 HAM should publicize examples that present it as environmentally minded SO-R/CI 39 Difficult to cite arguments in favor of HAM, for economy is the key driver EC/CI 40 HAM could sponsor well-aimed grass-root district and youth projects SO-R/CI 41 HAM should articulate acknowledgment of NB sacrificing and invite them CI 42 HAM should inform about its position clearly, elucidating the dilemmas CI

254 Table H9

Matrix for the Collection of Segments of Text from the Interview with L

RN Unit of Coding SD

1 The users perceive HAM as a well functioning provider of aviation services SO-M 2 NB perceive HAM as a bothersome neighboring facility EN 3 PL perceives HAM as a successful commercial enterprise EC 4 PL perceive HAM as the media depict it: economically successful vs. noisy EC/EN 5 Opinion L: Media very strongly influence PL perceptions (self-reinforcing circle) CI 6 PL have diverse expectation: business, leisure travelers, neighbors SO-M/EN 7 The various publics perceive HAM differently, from their specific perspectives EC/EN/SO 8 CM perceives HAM as well functioning publicly needed facility SO-M 9 CM perceive HAM as economically successful EC 10 CM expect HAM to enable mobility, contribute to public welfare, and create jobs SO-M/SO-R 11 Many NB perceive HAM as bothersome, though cooperative partner EN 12 Other NB perceive proximity to HAM as conflict-laden EN 13 HAM has successful strategies for building partnerships with NB EN 14 Majority of NB accept HAM as partner that takes complaints seriously EN 15 Many NB expect that HAM keeps its engagement for its neighborhoods high EN 16 Other NB expect HAM/ME to change flight path usage in favor of their area EN 17 Dilemma of just flight paths usage not solvable because of divergent NB interests EN 18 Some NB do not accept density of population as criterion for flight path justice EN 19 EV perceive that HAM cares for those who are noise-affected EN 20 The authentic carefulness of the EPO has positive influence on EV perceptions EN 21 Sharpening the focus on central themes could improve effectiveness CI 22 EV expect more engagement in CO2 reduction; not in HAM responsibility EN 23 A CO2 tax was discussed; however, identified as a European or global issue EN 24 CI measures: 1. Bees’ narrative; 2. HAM meets politics; 3. Green Capital EN 25 Arguments: 1. Economic success; 2. HAM activities,; 3. Destinations/frequencies EC/EN/SO 26 There is no lack of communicative engagement CI

255 Table H10

Matrix for the Collection of Segments of Text from the Interview with N

RN Unit of Coding SD

1 PL –not noise-affected: appreciate good accessibility SO-M 2 PL-noise-affected: 200,000 perceive HAM critically => ‘moving the airport’ EN 3 PL-noise-affected: inferior quality of life and decrease of real estate values SO/EC 4 PL-not noise-affected: no specific expectations; they are satisfied SO-M 5 PL-noise-affected are clueless for lack of remedies against aircraft noise EN 6 Noise-proof windows do not protect from exposure to noise outside buildings EN 7 Quoting chief editor: “Why criticizing HAM, considering its good accessibility.” SO-M 8 Quoting former mayor: “Population can’t be expected to accept HAM.” EN 9 NB perceive HAM as nuisance EN 10 Certain improvement: Strict curfew rule 23.00-06.00; need for ‘noise breaks’ EN 11 NB expect a more generous practice of installing sound-proof windows EN 12 NB perceive €40million not as sufficient EN 13 NB expect more transparent and objective noise-related HAM comments CI/EN 14 NB complain about one-sidedness of HAM publications CI/EN 15 EV expect emission tax, fuel tax, noise- and emission dependable fees, (next line) EN 16 Curfew hours 23.00-07.00, lessening early/late frequencies, improved (next line) EN 17 Legislation, stricter noise and emission limits, and involvement of the affected EN 18 EV expect just flight paths usage; 50% flights over this area is not acceptable EN 19 Population density must not be the only criterion; individual affectedness, too EN 20 HAM communication does not at all fulfill any of our expectations CI 21 HAM falsely sells bees as bio-detectives, whereas they function as emission filters EN 22 N criticizes HAM communication strategy as manipulative CI 23 NB expect HAM to comment on noise in a more balanced manner CI 24 A shift is necessary: From equivalent permanent noise level to noise structure EN 25 HA, main influencer of public opinion, does not address the noise issue EN 26 N assumes that HAM influences HA coverage of airport-related themes CI 27 N perceives HA as strongly HAM-minded; regional editions are more critical CI 28 N: Media do not comment on additional CO emission evoked by flight path rules CI 29 HAM should describe the nuisance it causes objectively in its publications CI 30 Arguments for not moving in spite of extreme noise: beneficial social life EN 31 HAM should unfold a perspective for their neighbors, e.g., future technologies EN 32 Money must not play a role vis-à-vis unacceptable exposure of people to noise EN

256 Table H11

Matrix for the Collection of Segments of Text from the Interview with C

RN Unit of Coding SD

1 PL perceive HAM differently, respective of whether noise-affected (A) or not (B) EN 2 PL (B) perceive HAM as appreciated facility that enables mobility SO-M 3 PL (B) perceive HAM as contributor to economic wealth and job creator EC/SO-R 4 PL (A) oscillate between positive criticism and HAM should be moved EN 5 PL expect that needs and demands are satisfied, e.g., diminishing nuisance SO-M/EN 6 PL (A) expect an expansion of noise protection programs, openness, transparence EN 7 PL (B) expect good services, modernity, safety and security, good accessibility SO-M 8 CM groups perceive HAM differently, dependent on functions and roles EC/EN/SO 9 Politicians/civil servants perceive HAM as enable of mobility SO-M 10 Politicians/civil servants expect HAM to internalize political commitments SO-R 11 Political decision for new location would cause problems to HAM EN 12 CC expects decision-making in favor of the economic interests of its members EC 13 HAM is torn between one-sided CC interests and rather balanced political views EC/EN/SO 14 NB perceive HAM differently, respective of whether noise-affected (A) or not (B) SO-M/EN 15 Some NB (A) have ambivalent stances, either as residents or as frequent travelers SO-M/EN 16 Some NB (A) fully reject HAM, other NB (A) accept HAM as job creator EN/EC 17 Some NB (A) expect airport to be moved to another location EN 18 Majority NB (A) expect HAM optimize remedies against noise-affectedness EN 19 C: A new airport’s 24/7 operation would create heavier noise affectedness EN 20 EV have concerns beyond noise: air pollution and climate protection EN 21 EV focus on noise-induced health risks due to nightly flights etc. EN 22 EV expect investments in efficient innovation and exclusion of avoidable traffic EN 23 HAM communicates openly, is reliable and trustworthy, keeps promises, CI 24 HAM involves affected individuals and listens to their needs CI 25 HAM communicates better than an airport farer away from HH would do CI 26 Combination of HAM, LHT and technological clusters is of economic value EC 27 HAM as job creator and its good accessibility including fast train EC/EN/SO 28 C: Airport far from HH would induce more negative environmental impacts EN 29 C: HAM satisfies communicative needs very well CI 30 C: Problematic issue: delayed flights and induced flight path deviations CI 31 C: Many scheduled flights are predestined for delays; this should be abolished EN 32 C: ‘weather-induced’ runway selection seems to be manipulative in many cases CI 33 HAM should exhaustively use web-based communicative channels CI

257 Table H12

Condensation of Participants Statements on Perceptions of the Public at Large

Category: Perceptions of Public at Large Commonalities–Differences–Contradiction

HAM is an economically sound, ecologically minded company that invests in reasonable noise [In essence, the statements of airport-internal and protection programs, and treats its employees fairly. airport-external participants did not differ. It was Perceptions and expectations are congruent. They remarkable that three of the external participants expect HAM to act as fiduciary of a partly state- pinpointed the airport’s identity establishing role. Striking in this context, a noise-affected neighbor owned enterprise (R). HAM is a city-near modern airport that enables used the phrase, “This is our airport.” In so far, the mobility, including low price flights to European various statements stood in a complementary cities. Comparatively few individuals sued HAM in relationship rather than in a contradictory or the context with its expansion program (M). relativizing one.]

HAM is a motor for economic value creation, an intermodal hub, a regionally important job creator, Aggregation of participants’ statements on and a fair employer. HAM is a source of pollution perceptions of the public at large: and noise that, however, cares for minimizing the negative impacts on its neighbors and engages in HAM is an economically sound major airport that social projects (D). enables mobility for all and is easily accessible. It is HAM is a fair partner that, nevertheless, affects the responsible for pollution and noise. However, it quality of life in peak hours of air traffic (H). preserves nature and its resources where it is HAM offers a broad spectrum of destinations, good affordable and reasonable, and invests in noise services, and a pleasant ambience (B). abatement programs. Furthermore, it creates jobs

HAM is a well reputed modern, communicative, and treats its employees fairly. It engages in social ecology-minded, and identity-establishing airport, projects. Many citizens say, “This is our airport”, many say, “This is our airport” (Q). herewith indicating to its identity-establishing momentum. Most protagonists of the public at large underscore its properties as well-functioning enabler of mobility and successful commercial enterprise (L).

Protagonists of the public at large that are not noise- affected appreciate the good accessibility of HAM (N). HAM is a facility that enables mobility, contributes to economic wealth, and creates jobs. (C). HAM is a city-near airport that satisfies the region’s demand for mobility, is well accessible, and distances from check-ins to gates are short. Many identify with its function as a gateway to the world (W).

HAM is an integral part of Hamburg and an important employer (A).

258 Table H13

Condensation of Participants Statements on Expectations of the Public at Large

Category: Expectations of Public at Large Commonalities–Differences–Contradiction

Generally, perceptions and expectations of public at large are congruent. Particularly, they expect HAM to act as the fiduciary of a state-owned enterprise, to [In essence, the statements of airport-internal and treat nature responsibly, and to pay its employees airport-external participants did not differ. Those well (R). who addressed the issue of a perception-expectation Public at large expect HAM to enable provision of gap said that none existed. A somehow negligible reliable convenient worldwide connections and low minority expects HH to close down HAM or move it to another location) price flights to attractive European destinations (M). Public at Large expect a broad spectrum of destinations, frictionless operation and convenient accessibility, as well as fair partnerships with neighboring districts (D).

Public at large expect transparency, anticipative Aggregation of participants’ statements on communication, as well as social and financial expectations of the public at large: engagements in neighborhood projects (H).

Public at large expect frictionless mastering airport HAM ought to enable mobility, offer inexpensive functions, avoidance of preventable negative connections to European cities, frictionless impacts, and care for residents’’ needs individually operations, good services, convenience, and easy even if they might appear “irrational” (B). accessibility. Furthermore, it needs to act as a Public at large expect optimal global connectivity, fiduciary of a partly state-owned publicly needed improvements of landside accessibility, and that facility. Moreover, it has to invest in noise increases in destinations and frequencies do not abatement programs, establish fair partnerships with mean higher levels of nuisance (Q). neighboring districts, reduce pollutions, and engage in neighborhood projects. Eventually, it must treat Public at large have different expectations, according to their professional of private roles and its employees fairly. functions (L).

Public at large–not affected by noise–have no specific expectations; they are satisfied. Affected individuals’ expectations range from “move the airport” over cluelessness to frustration (N). Public at large–not noise affected–expect HAM good services, modernity, safety and security, and good accessibility. Affected members expect extension of noise protection programs, openness, transparency, and reduction of nuisance (C). In essence, perceptions and expectations of public at large are congruent. They criticize from case to case, for instance, suboptimal parking situations (W).

259 Table H14

Aggregation of Participants Statements on Perception of the Community

Category: Perceptions of Community Commonalities–Differences–Contradiction

HAM is a profitable company, an important taxpayer, and a fair employer. They accept that HAM engages in philanthropic and neighborhood [In essence, the statements of airport-internal and projects (R). airport-external participants did not differ much. HAM is a provider of publicly needed services and However, they had distinct focuses. Striking in this a company that generates reasonable profit margins context, the noise-affected neighbor emphasized the role as a gateway to the world.] (M). HAM is a company that writes “deep black figures”, an airport that excels, a company that engages in social projects, and cares for the needs Aggregation of participants’ statements on and respects the opinions of their neighbors (D). perceptions of the community: HAM is a partner, particularly, where it comes to HAM is a profitable company that enables mobility, communication with its constituencies (H). HAM is a publicly needed facility that enables provides good services, engages in social projects, mobility, creates jobs, and has good ties to and cares for its neighbors’ needs. Furthermore, it is authorities and politicians (B). an important taxpayer, a job generator, and a fair employer. Moreover, it maintains good relationships In essence, perceptions of protagonists of the with authorities and politicians. In addition, it is a community are congruent with those of the public at gateway to the world to be proud of. large (Q).

HAM is economically successful (L). (Allegedly) quoting Dr. Henning Voscherau, a former mayor of Hamburg: “Population cannot be expected to accept HAM at its current location” (N).

HAM is an enabler of mobility, a provider of publicly need services torn between demands from politics and industry (C).

HAM is a gateway to the world to be proud of and an enabler of globalization that ought to remain at its current location where it should accomplish it expansion plans (W). HAM is an important publicly needed facility that is without alternative (A).

260 Table H15

Aggregation of Participants Statements on Expectations of the Community

Category: Expectations of Community Commonalities–Differences–Contradiction

HAM ought to engage in social and philanthropic projects if this supports the achievement of corporate objectives (R). [In essence, the statements of airport-internal and airport-external participants did not differ much. HAM must provide publicly needed services and However, they had distinct focuses.] generate reasonable profit margins (M).

HAM needs to align its goals with those of HH, to support social projects, and to protect the Aggregation of participants’ statements on environment (D). expectations of the community: HAM has to secure transparency and communicate details that could affect citizens adversely (H). HAM ought to enable mobility, secure long-term HAM ought to maintain close contacts with airport operations in Hamburg, and coordinate its authorities, execute its functions as a traffic hub, goals with those of the community. Furthermore, it strive for consensus, and reconcile economic and needs to reconcile economic with ecological goals, ecological goals (B). be transparent, and communicate details about what

In essence, expectations are congruent with those of affects citizens adversely. Finally, it should generate the public at large. In particular, the chamber of profit, must protect the environment, and should commerce expects HAM to promote development- engage in social projects. free zones around the airport (Q). HAM needs to enable mobility, contribute to public welfare, and create jobs (L). HAM must internalize political commitments into its corporate strategies (C). In essence, perceptions and expectations of protagonists of the community are congruent (W). HAM has to strive for compromises on publicly relevant issues and avoid public irritation (A).

261 Table H16

Aggregation of Participants Statements on Perceptions of Neighbors and NPG

Category: Perceptions of Neighbors Commonalities–Differences–Contradiction

HAM is ‘a necessary evil’; its managers prioritize economic interests over its function as a publicly needed facility (R). [The statements of airport-internal and airport- HAM is ‘a necessary evil’ that implies noise- external participants differed considerably in certain exposure citizens in HH. Noise-related perceptions respects. In other respects, they are congruent or depend on respective levels of tolerance (M). similar.] HAM is a responsible enabler of mobility; it has done a lot to reduce noise exposure and pollution, e.g., by means of noise-dependent landing fees (D).

Citizens of Hamburg perceive HAM as a good partner; those in suburbs perceive that noise is HAM is a necessary evil that implies noise exposure deteriorating the quality of their lives (H). that deteriorates the quality of lives. HAM has done HAM is an inevitable evil; however, also a good a lot to reduce noise exposure and air pollution. Its corporate neighbor whose efforts have decreased efforts have induced stricter compliance with curfew rules. It takes complaints seriously. noise exposure (B). Highly noise-affected neighbors perceive HAM as an acute nuisance; those less affected by noise perceive it as latent nuisance that remains at a constant level (Q). HAM prioritizes economic interests over its Many neighbors perceive HAM as a bothersome; neighbors’ legitimate desire for enjoying outdoor however, cooperative partner that takes complaints leisure activities. Neighbors have ambivalent seriously, whereby the proximity to residential areas stances towards HAM. They fear increases in noise. creates conflict potential (L). The proximity to residential areas evokes conflict potential. HAM is a nuisance. However, it has cared for stricter compliance with curfew rules (N).

Neighbors often have ambivalent stances, on the one hand, in their roles as residents, on the other, as frequent travelers (C). HAM is a disaster, a facility that deprives neighbors of their idylls, that makes enjoyment of outdoor leisure activities impossible. Announcements of expansion work as harbingers of more noise (W).

1,300 complaints evidence that many neighbors perceive HAM as a facility that deteriorates the quality of their lives (A).

262 Table H17

Aggregation of Participants Statements on Expectations of Neighbors and NPG

Category: Expectations of Neighbors Commonalities–Differences–Contradiction

HAM ought to take their interests seriously and to do everything possible and affordable to minimize their exposure to noise (R).

HAM needs to care about their needs and desires, to keep curfew rules as they are, and act according to the precautionary principle (M).

HAM must extend curfew hours that consider [In essence, the statements of airport-internal and changed sleeping habits and increased sensitivity to airport-external participants did not differ.] noise (D).

Neighbors in suburbs expect HAM to care for an implementation of fair and proportionate usage of flight paths (H). Aggregation of participants’ statements on perceptions of neighbors: HAM ought to inform thoroughly; some neighbors require an extension of curfew hours (B). HAM needs to minimize noise exposure, care for HAM must increase its efforts to decrease noise strict compliance with curfew rules, care for a just exposure, to ban loud aircraft, to keep curfew rules usage of flight paths, and increase investment in as they are, and prevent further decrease of real noise abatement programs and interpret the latter estate values (Q). generously. It should acknowledge neighbors’ HAM must keep its engagements in neighborhood endurance of noise exposure. projects high, care for a just usage of flight paths, whereby density of population should not be the only criterion (L).

HAM ought to increase investment in noise abatement programs, introduce noise structure schemes, fuel tax, and emission tax, as well as care for just usage of flight paths (N). HAM needs to optimize remedies against noise exposure; a minority of neighbors expects HAM to be moved to another location (C). HAM should drastically penalize starts and landings during curfew hours, disclose noise contours and violations, and extend noise abatement programs. HAM should acknowledge neighbors’ endurance of nuisance (W). HAM must care for strict compliance with curfew hours, extension of curfew hours, and to prevent increase in movements (A).

263 Table H18

Aggregation of Participants Statements on Perceptions of Environmentalists

Category: Perceptions of Environmentalists Commonalities–Differences–Contradiction

Environmentalists [presumably] perceive HAM as neighbors do; however, from a professional [In essence, the statements of airport-internal and perspective (R). airport-external participants did not differ.

Environmentalists perceive HAM according to their Statements from environmentalists were not specific tasks and engagements. Though not obtainable.] particularly coping with airport matters, they see deficiencies (M). Aggregation of participants’ statements on perceptions of environmentalists: HAM is a company that practices environmental protection in a responsible manner (D). HAM is responsible for pollution and noise. On the HAM is a company that applies aggressive one hand, in collaboration with environmentalists, it communication strategies (H). strives for minimizing environmental damage. HAM is a company that keeps environmental Furthermore, it cares for the needs of its neighbors. damage at a low level. It acts anticipatively. It On the other hand, could reduce cardiac health risks collaborates with environmentalists in common by banning certain types of traffic. projects (B). HAM is a “troublemaker”. Certain types of traffic should be banned (Q). HAM is a company that cares for the needs and problems of its noise-affected neighbors (L). HAM is a potential cause for night flight-induced cardiac health risks and, apart from noise, contributes to climate change and air pollution (C). Environmentalists do not focus on the issue of noise exposure of residents who are living in the neighborhood of HAM (A).

264 Table H19

Aggregation of Participants Statements on Expectations of Environmentalists

Category: Expectations of Environmentalists Commonalities–Differences–Contradiction

Thanks to the professionalism of the company’s professional environmental management, [In essence, the statements of airport-internal and environmentalists do not aggressively attack HAM airport-external participants did not differ.] (R).

Environmentalists do not attack HAM aggressively, Aggregation of participants’ statements on because HAM has been cultivating good expectations of environmentalists: neighborhood relationships (M). HAM ought to be EMSA and ISO certified, reduce HAM ought to show engagement, integrity, provide air pollution, ban evitable flights, care for a just information, and be EMSA and ISO certified (D). usage of flight paths, and measure noise according HAM needs to care for just usage of flight paths to criteria that consider the psychic aspects of noise (H). exposure. HAM has to care for radical changes in traffic structures and to reduce movements, noise levels, and air pollution drastically (Q).

HAM has to increase efforts of reducing carbon oxide emission (L).

HAM must care for just usage of flight paths (N). HAM ought to invest in efficient innovation and banning of evitable air traffic (C).

265 Table H20

Patterns of Perception of Hamburg Airport

Aggregated Perceptions Patterns of Perception

Public at Large: HAM is an economically sound major airport that enables mobility for all and is easily accessible. It is responsible for pollution and noise. However, it preserves nature and its resources where it is affordable and reasonable, and invests in noise abatement programs. Furthermore, it creates jobs and treats its employees fairly. Many citizens say, “This is our airport”, herewith indicating to its identity-establishing momentum. HAM is economically successful, enables mobility, Community: contributes to the wealth of the region, and creates HAM is a profitable company that enables mobility, many jobs. It engages in philanthropic, social, and provides good services, engages in social projects, neighborhood projects. HAM is doing what it can to and cares for its neighbors’ needs. Furthermore, it is preserves nature, to abate noise, and to minimizes an important taxpayer, a job generator, and a fair air pollution. Nevertheless, neighbors fear increase employer. Moreover, it maintains good relationships in nuisance. The proximity to residential areas with authorities and politicians. implies conflict potential. The public at large perceives HAM as an identity-establishing Neighbors: landmark. Many of them say, “This is our airport.” HAM is a necessary evil that implies noise exposure that deteriorates the quality of lives. HAM has done a lot to reduce noise exposure and air pollution. Its efforts have induced stricter compliance with curfew rules. It takes complaints seriously. However, it prioritizes economic interests over neighbors’ legitimate desire for undisturbed enjoyment of outdoor leisure activities. Neighbors have ambivalent stances towards HAM, respective of whether they look upon it as noise-affected individuals or as travelers. They fear increases in noise. The proximity to residential areas implies irresolvable conflict potential.

266 Table H21

Patterns of Hamburg Airport-associated Expectations

Aggregated Expectations Patterns of Expectations

Public at Large: HAM ought to enable mobility, offer inexpensive connections to European cities, frictionless operations, good services, convenience, and easy accessibility. Furthermore, it needs to act as a fiduciary of a partly state-owned publicly needed facility. Moreover, it has to invest in noise abatement programs, establish fair partnerships with neighboring districts, reduce pollutions, and engage in neighborhood projects. Eventually, it must treat The majority of members of the public at large its employees fairly. expect HAM to expand its role as enabler of mobility, secure long-term frictionless operations as Community: inner city airport, and remain an important tax payer HAM ought to enable mobility, secure long-term and job creator. In coordination with the political airport operations in Hamburg, and coordinate its will of Hamburg and Schleswig-Holstein, it has to goals with those of the community. Furthermore, it reconcile economic with ecological goals. needs to reconcile economic with ecological goals, Furthermore, it ought to engage in philanthropic, be transparent, and communicate details about what neighborhood, and social projects. Moreover, it affects citizens adversely. Finally, it should generate needs to preserve nature, invest in noise abatement profit, must protect the environment, and should programs, and reduce air pollution. Neighbors and engage in social projects. environmentalists claim fair usage of flight paths and application of noise measurement criteria that Neighbors: consider psychological impacts. HAM needs to minimize noise exposure, care for strict compliance with curfew rules, care for a just usage of flight paths, and increase investment in noise abatement programs and interpret the latter generously. It should acknowledge neighbors’ endurance of noise exposure as a communitarian sacrifice.

Environmentalists: HAM ought to be EMSA and ISO certified, reduce air pollution, ban evitable flights, care for a just usage of flight paths, and measure noise according to criteria that consider the psychic aspects of noise exposure.

267 Table H22

Aggregation of Participants Statements on Most Effective Communicative Measures

Category: Most Effective Communicative Measures Commonalities–Differences–Contradiction

EMSA and ISO awards, collaborations with environmentalists, sustainability reports, and cautious reference to the company’s financial success are good themes for corporate communication (R).

Positive media coverage of neighborhood [The statements of airport-internal and airport- engagements, donations, low levels of pollution, external participants partly differ considerably.) and care for bio-diversity improve reputation (M).

Reports on neighborhood engagements and frictionless operations, direct contacts with neighbors, and employees’ taking the roles of Aggregation of participants’ statements on most ambassadors are effective measures (D). effective communicative measures:

Contacts with noise-affected neighbors, involvement of employees as ambassadors, and Effective are Airport TV, trustworthy publications collaborating with social organizations. Direct about EMSA and ISO awards, financial success, engagements in social projects, donations, reduction contacts of CEOs with people on site increase of noise and pollution levels, care for bio-diversity, acceptance (H). and memberships in NGOs. Issuing sustainability The most effective measures are “live marketing”, reports could be another good measure. Finally, cultivation of excellent relationships with airport publications including references to third parties’ publics, including permanent ties to civil servants story telling ought to reveal that HAM keeps its (B). promises. Direct contacts of CEOs with people on Airport TV, HAM meets its neighbors, site increase acceptance. memberships in organizations as, e.g., Green Capital, and the activities of the EPO are effective A dissenting opinion: measures (Q). Story telling, HAM meets politicians, and HAM does not communicate in a trustworthy memberships in organizations as, e.g., Green manner. Capital (L) are effective measures. HAM does not fulfill any criterion of professional communication acceptable by noise-exposed individuals (N).

Crucial elements are openness, reliability, trustworthiness, and the impression that HAM keeps its promises (C).

Invitations to guided tours, self-presentation as an integral part of HH, broadcasting from HAM locations, and publishing examples that prove environmental mindedness (W). Synchronized publications of HAM and EPA about environmentally relevant improvements (A).

268 Table H23

Aggregation of Participants Statements on Additional Communicative Measures

Category: Additional Measures of Communication Commonalities–Differences–Contradiction

Sustainability ought to become a company-wide central theme. Initiation of mouth-to-mouth propaganda could be helpful. Stepping up social [Statements of airport-internal and airport-external network appearance should be a core objective (R). participants bifurcate into two threads of HAM ought to make third parties tell positive recommendations.] stories about its achievements (D).

HAM should use employees of high job satisfaction Aggregation of participants’ statements on as ambassadors (D). additional communicative measures:

HAM should more often present itself at HAM-affiliated stakeholder protagonists: neighborhood events, whereby its CEOs should play a relevant part (H). HAM ought to step up its appearance in social HAM will professionalize its usage of social nets, networks, encourage third parties to laude HAM, whereby positive narratives initiated by third parties extend its visits to neighborhood events, and would be rather effective. Currently, the HAM educate and use its employees as ambassadors. website has 500,00 visitors monthly (B). HAM ought to act according to the communication HAM-opposed stakeholder protagonists: strategy “coping with criticism requires bearding the lioness in her den” (Q). HAM needs to communicate in a self-critical HAM should communicate more self-critical than manner, acknowledge that neighbors provide extraordinary social sacrifices by enduring high they currently do (N). HAM should exhaustively use web-based noise levels, and accept that “coping with criticism requires bearding the lioness in her den.” communicative channels (C). HAM should articulate acknowledgment of neighbors’ sacrifices (W).

269 Table H24

Aggregation of Participants Statements on Best Arguments in Favor of Hamburg Airport

Category: Best Arguments Commonalities–Differences–Contradiction

Best arguments are profitability, environmental [Statements only differed in that airport-external awareness, and care for its workforce (R). Good arguments are parsimonious consumption of participants, in contrast to airport-internal ones, natural resources, fees differentiated according to mentioned issues that they considered unsolved.] the loudness of aircraft types, and the switch to renewable energy (M). Aggregation of participants’ statements on best

HH is majority shareholder, it is economically arguments in favor of HAM: successful, it is fully integrated into public life, and the future launch of a sustainability report (D). Best arguments in favor of HAM are its economic soundness, contribution to public wealth, function as HAM is an important contributor to economic value creation, creates jobs, and is a strong partner in enabler of mobility, good landside accessibility, social and environmental projects (H). environmental awareness, role as job creator, and its role as strong partner in social and environmental Achieved noise reduction, creation of jobs, and projects. environmental protection programs, respectively, projects (B). Request from a protagonists of a registered noise HAM creates jobs, secures the regions economic protection group: wealth, and cares that things do not worsen (Q). Economic success, broad spectrum of destinations HAM ought to unfold a perspective for their and frequent flights, and the reconciliation of neighbors.

economic with ecological goals (L). HAM ought to describe the nuisance it causes and unfold a perspective for their neighbors, whereby money must not play a role (N). Best arguments are the role as job creator and its good landside accessibility (C).

270 Table H25

Aggregation of Participants Statements on Stakeholder Reputational Contributions

Category: Stakeholder Contributions to Improving Reputation Commonalities–Differences–Contradiction

Stakeholders should spread positive messages through their preferred communicative channels Aggregation of participants’ statements on potential (R). stakeholder contributions:

Airport-minded stakeholders could join in with HAM-minded stakeholders should show how and HAM communication (M). Stakeholder should spread engagements for HAM why they identify with Hamburg’s airport, hereby using their specific channels of communication. in their communicative networks (D). Stakeholder should often identify with HAM and delineate what would happen if HAM vanished (H).

271 Table H26

Aggregation of Participants Statements on Other Issues

Category: Remarks on Other Issues Commonalities–Differences–Contradiction

Professionalism of EPO reduces conflict potential. Information about of profitability is a double-sided sword. Privatization has not influenced environmental awareness. Media representatives perceive press releases as propagandistic (R).

HAM could deliver information in one-page format.

HAM had to cope with fewer lawsuits than other

German airports (M).

The Europe-wide networking on environmental issues has paid off. In rare cases, journalists’ frustration about complexity evokes negative newspaper coverage (D).

Persistent engagements in social projects have Aggregation of participants’ statements on other induced changes of mindsets. Politicians should not issues: make HAM subject of electoral campaigns. In some cases, newspapers are ‘reluctant’ to report on HAM The authenticity of EPO strongly contributes to activities (H). People often ascribe things to HAM for which minimizing conflict potential. Persistency in social others are responsible as, e.g., security issues. Only engagements is crucial. The number of members of one registered association against aircraft noise still the only still existing noise protection group is exists and the number of members is steadily steadily decreasing. HAM is listening to its noise- decreasing (B). exposed neighbors.

The inevitable divergence of interests lessens the likelihood of consensus (Q).

Media very strongly influence audiences’ opinions about HAM. The authenticity of EPO positively influences the perception of HAM. HAM communicative strategies are successful (L). HAM influences newspaper coverage. HAM should describe airport-induced nuisance objectively and stop manipulative statements (e.g., bees as bio- detectives). Newspapers are airport-biased (N).

HAM listens to noise-affected neighbors. Runway selection often seems to be arbitrary, respective communication manipulative (C). HAM should inform on the dilemmas that are typical for city near airports (W).

272

Appendix J: Collected Data for Statistical Analyses

Table J1

Data Collected for a Pretest for Determining the Appropriate Sample Size

05.01.2005 . 4,00 05.01.2006 . 3,00 05.01.2007 . 3,00 05.01.2008 . 3,00 05.01.2011 . 4,00 05.01.2012 . 3,00 05.01.2012 . 3,00 05.01.2013 . 4,00 05.01.2017 . 2,00 05.01.2025 . 4,00 05.01.2025 . 4,00 05.01.2027 . 4,00 05.01.2027 . 4,00 05.02.2003 . 3,00 05.02.2003 . 4,00 05.02.2003 . 4,00 05.02.2003 . 5,00 05.02.2003 . 5,00 05.02.2008 . 3,00 05.02.2009 . 3,00 05.02.2009 . 4,00 05.02.2012 . 2,00 05.02.2021 . 3,00 05.02.2021 . 3,00 05.02.2023 . 3,00 05.02.2024 . 3,00 05.02.2025 . 4,00 05.03.2001 . 3,00

273 Table J2

Randomly Selected Ordinal Numbers of Mondays to Fridays 2005-2009

Mondays Tuesdays Wednesdays Thursdays Fridays 2005/1 3,8,13,14,15,20 3,13,14,20,23,25 1,6,7,12,19,22 6,9,16,21,25,26 1,14,20,21,24,25 2005/2 2,4,5,8,16,24 1,8,11,15,21,24 3,4,17,18,24,25 2,4,5,6,18,25 9,10,11,13,20,25 2006/1 1,3,9,10,17,24 1,4,8,14,20,24 2,10,14,18,21,22 5,10,12,16,20,21 1,5,6,9,12,23 2006/2 8,11,14,18,24,26 9,10,18,19,22,26 3,11,13,20,22,24 1,9,13,20,23,25 6,15,19,21,22,26 2007/1 3,4,6,8,12,13 4,10,13,14,20,23 3,13,14,20,23,25 1,6,7,12,19,22 9,14,16,21,25,26 2007/2 1,14,21,24,25,26 2,4,5,8,20,24 1,8,15,16,21,24 4,11,17,18,24,25 2,3,4,5,18,25 2008/1 6,9,11,13,20,25 1,3,9,10,17,24 1,4,8,14,20,24 2,10,14,18,21,22 5,10,12,16,20,21 2008/2 1,5,6,9,12,23 8,11,14,18,24,26 9,10,18,19,22,26 3,11,13,20,22,24 1,9,13,20,23,25 2009/1 6,13,15,21,22,26 3,4,6,8,12,15 4,10,13,14,20,21 3,13,14,20,23,25 1,6,7,12,19,22 2009/2 6,9,16,21,25,26 1,14,21,24,25,26 2,5,8,20,24,27 1,4,8,15,16,24 4,8,11,18,21,25

274 Table J3

Coded Data Collected from Hamburg Airport’s Newspaper Archive

RN date newspa promce favora stakeh sustai 1 05.01.2005 1 3,00 4,00 6 1 2 05.01.2007 1 2,00 3,00 6 1 3 05.01.2007 4 1,00 3,00 6 1 4 05.01.2017 2 2,00 2,00 3 1 5 05.02.2009 1 3,00 4,00 6 1 6 05.02.2009 5 2,00 4,00 6 1 7 05.02.2009 6 2,00 2,00 6 0 8 05.02.2009 6 2,00 4,00 6 0 9 05.02.2010 6 2,00 4,00 6 1 10 05.02.2016 5 2,00 2,00 6 1 11 05.02.2016 1 3,00 3,00 6 1 12 05.02.2016 5 2,00 4,00 6 1 13 05.02.2016 1 1,00 3,00 6 1 14 05.02.2021 4 1,00 4,00 6 1 15 05.02.2021 2 1,00 4,00 3 1 16 05.03.2029 5 3,00 5,00 6 1 17 05.04.2004 2 3,00 5,00 6 1 18 05.04.2008 5 2,00 2,00 6 0 19 05.04.2021 2 3,00 4,00 6 1 20 05.04.2021 6 1,00 4,00 6 1 21 05.04.2027 6 2,00 4,00 6 1 22 05.05.2017 4 3,00 5,00 6 1 23 05.05.2017 6 3,00 4,00 6 1 24 05.05.2018 1 3,00 5,00 6 1 25 05.05.2020 2 2,00 4,00 6 1 26 05.05.2020 4 2,00 4,00 6 1 27 05.05.2020 5 3,00 5,00 6 1 28 05.05.2020 2 3,00 4,00 6 1 29 05.05.2026 2 2,00 4,00 6 1 30 05.05.2026 6 2,00 4,00 6 1 31 05.05.2026 1 1,00 3,00 6 1 32 05.05.2026 5 3,00 5,00 6 1 33 05.05.2026 2 2,00 4,00 6 1 34 05.05.2026 1 1,00 3,00 6 1 35 05.05.2026 1 3,00 2,00 6 1 36 05.05.2026 6 3,00 3,00 6 1 37 05.05.2026 6 3,00 4,00 6 1 38 05.06.2007 6 2,00 4,00 6 1 39 05.06.2007 6 3,00 4,00 6 0 40 05.06.2023 2 2,00 2,00 6 1 41 05.06.2023 6 2,00 4,00 6 1

275

42 05.06.2024 2 1,00 4,00 6 1 43 05.06.2024 5 1,00 4,00 6 0 44 05.07.2005 2 2,00 4,00 6 1 45 05.07.2005 4 3,00 2,00 6 1 46 05.07.2005 1 1,00 2,00 6 1 47 05.07.2005 6 3,00 3,00 6 1 48 05.07.2011 1 1,00 3,00 6 1 49 05.07.2011 4 3,00 2,00 6 1 50 05.07.2014 4 3,00 2,00 6 1 51 05.07.2020 4 3,00 2,00 6 1 52 05.07.2025 2 1,00 2,00 6 1 53 05.07.2025 4 3,00 2,00 6 1 54 05.07.2027 4 3,00 3,00 6 1 55 05.08.2004 6 3,00 4,00 6 1 56 05.08.2011 5 3,00 2,00 6 1 57 05.08.2011 4 3,00 4,00 6 1 58 05.08.2011 6 1,00 3,00 6 1 59 05.08.2023 2 3,00 4,00 6 1 60 05.08.2026 2 3,00 3,00 6 1 61 05.09.2009 4 1,00 3,00 6 1 62 05.09.2009 6 3,00 2,00 6 0 63 05.09.2013 6 3,00 1,00 1 0 64 05.09.2013 6 1,00 3,00 6 1 65 05.09.2023 4 3,00 3,00 6 1 66 05.09.2023 1 3,00 3,00 6 1 67 05.09.2023 5 3,00 3,00 6 1 68 05.09.2027 5 3,00 2,00 6 1 69 05.10.2017 1 1,00 3,00 6 1 70 05.10.2026 5 1,00 3,00 6 1 71 05.10.2026 4 1,00 3,00 6 1 72 05.10.2026 2 1,00 4,00 6 1 73 05.10.2026 2 3,00 4,00 6 1 74 05.11.2003 6 1,00 3,00 6 1 75 05.11.2008 2 2,00 3,00 6 1 76 05.11.2008 5 1,00 3,00 6 1 77 05.11.2008 1 1,00 3,00 6 1 78 05.12.2012 4 2,00 4,00 6 1 79 05.12.2014 2 2,00 2,00 6 1 80 05.12.2014 2 1,00 3,00 6 1 81 05.12.2021 2 2,00 3,00 6 1 82 05.12.2021 5 2,00 2,00 6 1 83 05.12.2022 2 3,00 3,00 6 1 84 05.12.2022 2 3,00 2,00 6 1 85 06.01.2006 3 1,00 3,00 6 1 86 06.01.2006 5 1,00 3,00 6 1 87 06.01.2006 4 1,00 3,00 6 1

276

88 06.01.2006 2 2,00 4,00 6 1 89 06.01.2006 1 1,00 3,00 6 1 90 06.01.2011 1 3,00 2,00 6 1 91 06.01.2011 5 1,00 2,00 6 1 92 06.01.2011 5 1,00 2,00 6 1 93 06.01.2016 2 3,00 3,00 6 1 94 06.01.2024 1 3,00 2,00 6 1 95 06.02.2002 2 2,00 4,00 6 1 96 06.02.2002 4 3,00 4,00 6 1 97 06.02.2002 2 3,00 4,00 6 1 98 06.02.2002 1 2,00 4,00 6 1 99 06.02.2002 6 3,00 3,00 6 1 100 06.02.2010 4 3,00 2,00 6 1 101 06.02.2021 6 3,00 3,00 6 1 102 06.02.2027 1 3,00 4,00 6 1 103 06.02.2027 4 1,00 3,00 6 1 104 06.03.2006 4 3,00 4,00 6 1 105 06.03.2006 2 3,00 4,00 6 1 106 06.03.2006 5 3,00 4,00 6 1 107 06.03.2006 1 3,00 4,00 6 1 108 06.03.2008 2 2,00 3,00 6 1 109 06.03.2024 6 3,00 4,00 6 1 110 06.03.2024 4 1,00 3,00 6 1 111 06.03.2024 1 2,00 4,00 6 1 112 06.04.2005 4 3,00 2,00 6 1 113 06.04.2020 6 3,00 4,00 6 1 114 06.04.2024 2 3,00 4,00 6 1 115 06.04.2024 5 3,00 4,00 6 1 116 06.05.2016 4 1,00 3,00 6 1 117 06.05.2016 6 3,00 2,00 6 1 118 06.05.2016 6 3,00 4,00 6 1 119 06.05.2018 6 3,00 4,00 6 1 120 06.05.2024 6 3,00 4,00 6 1 121 06.06.2009 4 3,00 4,00 6 1 122 06.06.2012 4 3,00 4,00 6 1 123 06.06.2012 4 3,00 4,00 6 1 124 06.07.2006 4 1,00 4,00 6 1 125 06.07.2006 6 3,00 3,00 6 1 126 06.08.2011 2 3,00 2,00 6 1 127 06.08.2011 1 1,00 2,00 6 1 128 06.08.2011 5 3,00 2,00 6 1 129 06.08.1931 2 1,00 4,00 6 1 130 06.09.2005 4 2,00 4,00 6 1 131 06.09.2028 6 3,00 4,00 6 1 132 06.10.2002 2 1,00 3,00 6 1 133 06.10.1930 2 2,00 2,00 6 1

277

134 06.10.1930 2 2,00 3,00 6 1 135 06.10.1930 4 3,00 4,00 6 1 136 06.10.1930 5 1,00 3,00 6 1 137 06.10.1930 2 3,00 4,00 6 1 138 06.10.1931 4 1,00 3,00 6 1 139 06.10.1931 1 2,00 3,00 6 1 140 06.10.1931 2 1,00 3,00 6 1 141 06.11.2007 5 3,00 4,00 6 1 142 06.11.2007 4 3,00 4,00 6 1 143 06.11.2016 4 1,00 3,00 6 1 144 06.11.2028 6 3,00 4,00 2 0 145 06.11.2029 3 1,00 3,00 6 1 146 06.11.2029 5 1,00 4,00 6 1 147 06.11.2029 4 1,00 4,00 6 1 148 06.11.2029 2 3,00 5,00 6 1 149 06.11.2029 1 3,00 4,00 6 1 150 06.12.2001 4 3,00 4,00 6 1 151 06.12.2007 1 1,00 3,00 6 1 152 06.12.2007 2 3,00 3,00 6 1 153 06.12.2007 1 3,00 3,00 6 1 154 06.12.2007 6 2,00 3,00 6 1 155 06.12.2007 6 3,00 4,00 2 0 156 06.12.2011 4 1,00 3,00 6 1 157 06.12.2013 5 1,00 3,00 6 1 158 06.12.2029 2 3,00 4,00 6 1 159 06.12.2029 4 2,00 4,00 6 1 160 07.01.2015 1 3,00 5,00 6 1 161 07.01.2017 2 3,00 5,00 6 1 162 07.02.2008 1 3,00 4,00 6 1 163 07.02.2008 2 2,00 4,00 6 1 164 07.02.2008 5 2,00 3,00 6 1 165 07.02.2008 4 3,00 4,00 6 1 166 07.02.2015 4 3,00 4,00 6 1 167 07.02.2015 6 3,00 4,00 6 1 168 07.02.2019 5 2,00 4,00 6 1 169 07.02.2019 2 2,00 3,00 6 1 170 07.02.2019 4 3,00 5,00 6 1 171 07.02.2019 1 1,00 4,00 6 1 172 07.03.2006 1 3,00 3,00 2 0 173 07.03.2022 6 3,00 4,00 6 1 174 07.03.2022 6 3,00 3,00 6 1 175 07.04.2004 2 1,00 3,00 6 1 176 07.04.2004 4 2,00 2,00 6 1 177 07.04.2020 2 2,00 2,00 6 1 178 07.05.2016 4 3,00 3,00 6 1 179 07.05.2019 4 2,00 3,00 6 1

278

180 07.05.1931 6 3,00 2,00 6 1 181 07.05.1931 6 3,00 4,00 6 1 182 07.06.2006 4 2,00 4,00 6 1 183 07.06.2020 2 1,00 3,00 6 1 184 07.07.2004 2 3,00 2,00 2 0 185 07.07.2004 4 1,00 4,00 2 0 186 07.07.2004 5 1,00 3,00 2 0 187 07.07.2004 1 2,00 4,00 2 0 188 07.07.2010 4 3,00 4,00 6 1 189 07.07.2010 2 2,00 3,00 6 1 190 07.07.2010 5 3,00 4,00 6 1 191 07.07.2013 4 3,00 5,00 6 1 192 07.07.2020 6 3,00 3,00 2 0 193 07.07.2024 6 2,00 2,00 2 0 194 07.08.2003 5 3,00 5,00 6 1 195 07.08.2003 4 3,00 3,00 6 1 196 07.08.2003 1 3,00 4,00 6 1 197 07.08.2003 3 1,00 3,00 6 1 198 07.08.2003 2 3,00 4,00 6 1 199 07.10.2018 2 3,00 4,00 5 0 200 07.10.2018 3 1,00 4,00 5 0 201 07.10.2018 4 3,00 5,00 5 0 202 07.10.2018 5 3,00 4,00 5 0 203 07.11.2013 2 3,00 4,00 6 1 204 07.11.2021 4 3,00 1,00 2 0 205 07.11.2021 5 1,00 3,00 6 1 206 07.11.2029 6 3,00 3,00 6 1 207 07.11.2029 6 2,00 2,00 2 0 208 07.12.2006 6 3,00 3,00 6 1 209 07.12.2006 4 2,00 3,00 6 1 210 07.12.2006 1 1,00 3,00 6 1 211 07.12.2006 5 1,00 3,00 6 1 212 07.12.2006 2 3,00 5,00 6 1 213 07.12.2011 2 2,00 3,00 6 1 214 07.12.2011 1 2,00 3,00 6 1 215 07.12.2011 6 3,00 4,00 6 1 216 07.12.2012 2 1,00 3,00 6 1 217 07.12.2017 1 1,00 3,00 6 1 218 07.12.2024 4 3,00 3,00 6 1 219 08.01.2002 4 1,00 3,00 6 1 220 08.02.2011 2 3,00 3,00 6 1 221 08.02.2020 5 3,00 5,00 6 1 222 08.02.2026 4 1,00 3,00 6 1 223 08.02.2026 6 3,00 5,00 5 0 224 08.03.2003 4 3,00 3,00 6 1 225 08.03.2003 5 3,00 2,00 6 1

279

226 08.03.2004 1 3,00 2,00 6 1 227 08.03.2004 3 2,00 3,00 6 1 228 08.03.2004 2 3,00 2,00 6 1 229 08.03.2004 5 3,00 2,00 6 1 230 08.03.2004 4 3,00 2,00 6 1 231 08.03.2006 4 3,00 2,00 6 1 232 08.03.2006 5 3,00 2,00 6 1 233 08.03.2006 2 3,00 2,00 6 1 234 08.03.2006 1 3,00 2,00 6 1 235 08.03.2007 4 3,00 4,00 6 1 236 08.04.2002 2 1,00 3,00 6 1 237 08.04.2002 5 3,00 4,00 6 1 238 08.04.2002 2 1,00 4,00 6 1 239 08.04.2003 6 2,00 4,00 6 1 240 08.05.2016 4 3,00 5,00 6 1 241 08.06.2010 6 3,00 4,00 2 0 242 08.06.2023 2 3,00 4,00 6 1 243 08.06.2023 5 1,00 3,00 6 1 244 08.07.2004 4 3,00 1,00 6 1 245 08.07.2017 6 3,00 2,00 6 1 246 08.08.2004 2 3,00 2,00 6 1 247 08.08.2019 2 1,00 3,00 6 1 248 08.08.2027 5 1,00 2,00 6 1 249 08.08.2029 1 2,00 3,00 6 1 250 08.08.2029 2 2,00 3,00 6 1 251 08.09.2009 4 1,00 3,00 6 1 252 08.09.2011 2 3,00 3,00 6 1 253 08.09.2011 1 3,00 3,00 6 1 254 08.09.2025 5 3,00 2,00 6 1 255 08.09.2026 1 3,00 3,00 6 1 256 08.09.1930 6 3,00 4,00 6 1 257 08.11.2005 4 1,00 3,00 6 1 258 08.11.2005 1 2,00 3,00 6 1 259 08.11.2013 4 2,00 4,00 6 1 260 08.11.2013 2 2,00 4,00 6 1 261 08.11.2014 1 2,00 3,00 6 1 262 08.11.2026 3 3,00 4,00 6 1 263 08.11.2026 4 3,00 5,00 6 1 264 08.11.2027 2 3,00 5,00 6 1 265 08.11.2027 5 3,00 5,00 6 1 266 08.12.2005 2 3,00 3,00 6 1 267 08.12.2005 5 2,00 2,00 6 1 268 08.12.2011 4 3,00 3,00 6 1 269 08.12.2011 1 2,00 3,00 6 1 270 08.12.2011 4 2,00 3,00 6 1 271 08.12.2011 2 3,00 3,00 6 1

280

272 08.12.2011 5 3,00 3,00 6 1 273 08.12.2019 1 2,00 3,00 6 1 274 08.12.2019 2 3,00 4,00 6 1 275 08.12.2019 4 1,00 3,00 6 1 276 08.12.2019 5 1,00 3,00 6 1 277 08.12.2019 4 1,00 3,00 6 1 278 08.12.2019 5 1,00 3,00 6 1 279 09.01.2015 6 3,00 3,00 6 1 280 09.01.2027 2 3,00 2,00 6 1 281 09.01.2027 5 3,00 2,00 6 1 282 09.01.2028 1 1,00 4,00 5 0 283 09.01.2028 2 1,00 4,00 5 0 284 09.01.2028 2 1,00 3,00 6 1 285 09.01.2028 4 3,00 4,00 6 1 286 09.01.2028 1 3,00 4,00 6 1 287 09.01.2028 2 1,00 4,00 5 0 288 09.01.2028 6 3,00 3,00 6 1 289 09.02.2010 2 3,00 2,00 6 1 290 09.02.2010 6 3,00 4,00 6 1 291 09.02.2013 2 1,00 3,00 6 1 292 09.03.2026 2 1,00 3,00 6 1 293 09.04.2001 2 1,00 3,00 6 1 294 09.04.2001 5 1,00 3,00 6 1 295 09.04.2001 4 1,00 3,00 6 1 296 09.04.2002 4 1,00 3,00 6 1 297 09.05.2014 5 1,00 3,00 6 1 298 09.05.2014 2 1,00 3,00 6 1 299 09.05.2014 6 3,00 2,00 2 0 300 09.05.2020 2 1,00 3,00 6 1 301 09.05.2028 6 3,00 4,00 6 1 302 09.05.2028 6 1,00 3,00 6 1 303 09.05.2028 6 3,00 3,00 6 1 304 09.06.2004 6 3,00 3,00 6 1 305 09.07.2007 4 1,00 3,00 6 1 306 09.07.2008 5 3,00 4,00 5 0 307 09.07.2008 4 2,00 4,00 5 0 308 09.07.2008 3 1,00 3,00 5 0 309 09.07.2023 6 3,00 3,00 6 1 310 09.07.2029 4 3,00 2,00 6 1 311 09.07.2029 2 2,00 3,00 6 1 312 09.07.2029 2 3,00 3,00 6 1 313 09.08.2019 5 1,00 3,00 6 1 314 09.08.2019 2 1,00 3,00 6 1 315 09.08.2020 1 2,00 3,00 6 1 316 09.10.2006 4 1,00 3,00 6 1 317 09.10.2024 1 1,00 3,00 6 1

281

318 09.10.2024 4 1,00 3,00 6 1 319 09.10.1930 2 3,00 4,00 6 1 320 09.11.2011 2 3,00 4,00 6 1 321 09.11.2011 5 2,00 4,00 6 1 322 09.11.2011 1 1,00 3,00 6 1 323 09.11.2011 2 3,00 3,00 6 1 324 09.11.2020 5 1,00 3,00 6 1 325 09.11.2022 2 1,00 3,00 6 1 326 09.12.2010 4 2,00 3,00 6 1 327 09.12.2010 2 3,00 3,00 6 1 328 09.12.2010 3 1,00 4,00 5 0 329 09.12.2018 4 1,00 3,00 6 1

282 Appendix K: Descriptive Statistics of the Epoch 2005-2009

Table K1

Means of Favorability and Prominence for the 10 Half-Years 2005-2009

Case Summariesa

Prominence Favorability of the Article Date 06/30/05 1 3.68 2.13 Total N 1 1 12/31/05 1 2.82 2.18 Total N 1 1 06/30/06 1 3.33 2.30 Total N 1 1 12/31/06 1 3.35 1.94 Total N 1 1 06/30/07 1 3.58 2.26 Total N 1 1 12/31/07 1 3.52 2.21 Total N 1 1 06/30/08 1 2.95 2.50 Total N 1 1 12/31/08 1 3.12 2.21 Total N 1 1 06/30/09 1 3.11 1.56 Total N 1 1 12/31/09 1 3.21 1.78 Total N 1 1 Total N 10 10 a. Limited to first 100 cases.

283

Table K2 – Mean Period 2005-2009

Statistics

Prominence Newspaper Favorability of the Article of Publication N Valid 271 271 271 Missing 0 0 0 Mean 3.2657 2.1218 Std. Deviation .85390 .88398 M

Table K3 – Favorability Period 2005-2009

Favorability

Cumulative Frequency Percent Valid Percent Percent Valid very negative 2 .7 .7 .7 negative 47 17.3 17.3 18.1 neither negative 118 43.5 43.5 61.6 nor positive positive 85 31.4 31.4 93.0 very positive 19 7.0 7.0 100.0 Total 271 100.0 100.0

Table K4 – Prominence Period 2005-2009

Prominence of the Article

Cumulative Frequency Percent Valid Percent Percent Valid high 91 33.6 33.6 33.6 medium 56 20.7 20.7 54.2 low 124 45.8 45.8 100.0 Total 271 100.0 100.0

Table K5 – Frequency of Publications Period 2005-2009

Newspaper of Publication

Cumulative Frequency Percent Valid Percent Percent Valid Die Welt 49 18.1 18.1 18.1 Hamburger Abendblatt 86 31.7 31.7 49.8 Die Tageszeitung 8 3.0 3.0 52.8 Bildzeitung 77 28.4 28.4 81.2 Hamburger Morgenpost 51 18.8 18.8 100.0 Total 271 100.0 100.0

284

Table K6 – Mean Period 2005/1

Statistics

Prominence Newspaper Favorability of the Article of Publication N Valid 31 31 31 Missing 0 0 0 Mean 3.6774 2.1290 Std. Deviation .97936 .80589

Table K7 – Mean Period 2005/2

Statistics

Prominence Newspaper Favorability of the Article of Publication N Valid 34 34 34 Missing 0 0 0 Mean 2.8235 2.1765 Std. Deviation .71650 .90355

Table K8 – Favorability Period 2005/2

Favorability

Cumulative Frequency Percent Valid Percent Percent Valid Negative 12 35.3 35.3 35.3 Neutral 16 47.1 47.1 82.4 Positive 6 17.6 17.6 100.0 Total 34 100.0 100.0

Table K9 – Mean Period 2007/2

Statistics

Prominence Newspaper Favorability of the Article of Publication N Valid 29 29 29 Missing 0 0 0 Mean 3.5172 2.2069 Std. Deviation .91107 .90156

Table K10 – Mean Period 2008/1

Statistics

Prominence Newspaper Favorability of the Article of Publication N Valid 22 22 22 Missing 0 0 0 Mean 2.9545 2.5000 Std. Deviation .99892 .85912

285

Table K11 – Favorability Period 2008/1

Favorability

Cumulative Frequency Percent Valid Percent Percent Valid Negative 9 40.9 40.9 40.9 Neutral 7 31.8 31.8 72.7 Positive 4 18.2 18.2 90.9 Very Positive 2 9.1 9.1 100.0 Total 22 100.0 100.0

Table K12–Means: Corporate Responsibility Relatedness 2005-2009

Report

Favorability Social Responsibility Mean N Std. Deviation Yes 3.5263 19 .96427 No 3.2460 252 .84388 Total 3.2657 271 .85390

Table K13–Means: Attributed to Stakeholder Groups 2005-2009

Report Favorability Stakeholder Group Mean N Std. Deviation Environment 2.8333 6 1.16905 Passengers 3.0000 2 1.41421 Community 4.0000 11 .44721 Public at Large 3.2460 252 .84388 Total 3.2657 271 .85390

286

Appendix L: Cross-Tabulations of Variables

Table L1– Cross Tabulations 2005-2009

Count Prominence of the Article Newspaper of Publication high medium low Total Die Welt Favorability very negative negative 2 0 5 7 neither negative 12 9 6 27 nor positive positive 2 3 8 13 very positive 0 0 2 2 Total 16 12 21 49 Hamburger Abendblatt Favorability very negative negative 1 5 8 14 neither negative 16 9 11 36 nor positive positive 7 8 16 31 very positive 0 0 5 5 Total 24 22 40 86 Die Tageszeitung Favorability very negative negative neither negative 4 1 0 5 nor positive positive 2 0 1 3 very positive Total 6 1 1 8 Bildzeitung Favorability very negative 0 0 2 2 negative 0 1 10 11 neither negative 22 4 7 33 nor positive positive 4 7 14 25 very positive 0 0 6 6 Total 26 12 39 77 Hamburger Morgenpost Favorability very negative negative 3 4 8 15 neither negative 14 1 2 17 nor positive positive 2 4 7 13 very positive 0 0 6 6 Total 19 9 23 51

287 Table L2–Cross Tabulations 2005/2

Count Prominence of the Article Newspaper of Publication High Medium Low Total Welt Favorability Negative 1 0 1 Neutral 3 1 4 Positive Total 4 1 5 Hamburger Abendblatt Favorability Negative 1 1 1 3 Neutral 1 2 2 5 Positive 1 1 2 4 Total 3 4 5 12 Bildzeitung Favorability Negative 0 0 5 5 Neutral 2 0 2 4 Positive 0 1 1 2 Total 2 1 8 11 Hamburger Moregnpost Favorability Negative 0 1 2 3 Neutral 2 0 1 3 Positive Total 2 1 3 6

288

Table L3–Cross Tabulations 2008/1

Count Prominence of the Article Newspaper of Publication High Medium Low Total Welt Favorability Negative 2 2 Neutral Positive Very Positive Total 2 2 Hamburger Abendblatt Favorability Negative 0 2 2 Neutral 1 1 2 Positive 1 1 2 Very Positive Total 2 4 6 Die Tageszeitung Favorability Negative Neutral 1 1 Positive Very Positive Total 1 1 Bildzeitung Favorability Negative 0 2 2 Neutral 2 1 3 Positive 0 1 1 Very Positive 0 1 1 Total 2 5 7 Hamburger Moregnpost Favorability Negative 0 3 3 Neutral 1 0 1 Positive 0 1 1 Very Positive 0 1 1 Total 1 5 6

289 Table L4–Means of Favorability Related to Prominence

Report

Favorability Prominence of the Article Mean N Std. Deviation high 3,1209 91 ,49069 medium 3,2143 56 ,73148 low 3,3952 124 1,07309 Total 3,2657 271 ,85390

Table L5–Means of Favorability Related to Newspapers

Report

Favorability Newspaper of Publication Mean N Std. Deviation Die Welt 3,2041 49 ,73540 Hamburger Abendblatt 3,3140 86 ,81546 Die Tageszeitung 3,3750 8 ,51755 Bildzeitung 3,2857 77 ,90113 Hamburger Morgenpost 3,1961 51 1,00039 Total 3,2657 271 ,85390

290 Appendix M: Samples of Hand Notes

Hand Notes Fabricated during Newspaper Coding

291 Hand Notes Fabricated during Interviewing

292

Appendix N: Copyright Permission by Mr. M. Penner

Hallo Herr Hoffmann, hier jetzt die gewuenschte Erklaerung:

I hereby permit that Mr. Benno Hoffmann uses the photo below of Michael Eggenschwiler, CEO of Hamburg Airport, published in “Bild” (Bildzeitung) p.5, issued 2008, May 16, of which I have the copyright, in the Code Book appended to his dissertation “Airports as Corporate Citizens: Reconciling Divergent Stakeholder Interests.” Signature Michael Penner Michael Penner Fotograf/Fotoarchiv Flughafen Hamburg GmbH Flughafenstraße 1-3 D-22335 Hamburg

Tel.: +49 40 50 75- 3617 Fax: +49 40 50 75- 3622 E-Mail: [email protected]

293 Appendix O: Copyright Permission by Photographed CEO

AW: Immer noch: Dissertation...... Von: "Eggenschwiler, Michael" Kontakt anzeigen An: BD H

Guten Tag Herr Hoffmann,

Ich freue mich immer von Ihnen zu hoeren. Oft sind Proposals doch noch mehr Arbeit als man denkt....Ich druecke die Daumen, dass es Ihnen gelingen wird, Ihre zeitlichen und inhaltlichen Ziele zu erreichen. Dass Sie mich fototechnisch akademisch verewigen wollen, ehrt mich sehr und ich habe natürlich keine Einwendungen (Translation: I feel honored that you will perpetuate my photo for academic purposes; I have, of course, no objections) (Bold typing and translated done by the presenting author)

Leider werde ich dieses Jahr die Weihnachtsfeier nicht schaffen, weil ich einen Termin in Berlin habe, der in den Abend hineingeht.

Sicher werden wir sonst Gelgenheit zu einem Gedankenaustausch haben.

Beste Gruesse

Michael Eggenschwiler Vorsitzender der Geschäftsfuehrung Flughafen Hamburg GmbH Flughafenstraße 1-3 D-22335 Hamburg Tel.: +49 40 50 75-2501 Fax: +49 40 50 75-1009 E-Mail: [email protected] Preiswert ab Hamburg Vorsitzender des Aufsichtsrats: Dr. Klaus-Juergen Juhnke Geschäftsführung: Michael Eggenschwiler (Vorsitzender) Claus-Dieter Wehr Amtsgericht Hamburg, HRB 2130

294 Curriculum Vitae

1. FAMILY NAME: Hoffmann

2. FIRST NAME: Benno Dieter

3. DATE OF BIRTH: 23.02.1942

4. NATIONALITY: German

5. CIVIL STATUS: single

6. EDUCATION:

Institution: University of Hamburg, Germany Date: from 1963 to 1968 Degree(s) or Diploma (s) earned: First Juridical State Examination

Institution: Hanseatic Higher Regional Court, Germany Date: from 1970 to 1973 Degree(s) or Diploma (s) earned : Major Juridical State Examination; being eligible for the office of a judge Institution: Amos Tuck School of Business Administration, Hanover, New Hampshire, USA From – To August 1996 From 12/2003 to date Walden University, Minneapolis, USA, PhD- Program Applied Management and Decision Sciences – Graduation expected 09/2010

295

7. LANGUAGE SKILLS:

Language Reading Speaking Writing German excellent excellent excellent English excellent excellent excellent French good good good

.../ 8. MEMBERSHIP IN PROFESSIONAL BODIES:

Institution: Hamburg Bar Association Date: from 1993 - to date Position: Standard Membership

Institution: Airport Council International - Europe (ACI) Brussels, Belgium Date: from 1995 - to February 2007 Position: Policy Committee Member

9. OTHER SKILLS:

Familiar with fundamental EDP-principles and competent for EDP-Strategy.

10. LAST POSITIONS (until retirement February 2007):

Executive Vice President at Hamburg Airport (Flughafen Hamburg GmbH) Managing Director of German Airport Consulting GmbH Managing Director of SecuServe Aviation Security and Services Hamburg GmbH

11. YEARS WITHIN HAMBURG AIRPORT: 28

296

12. KEY QUALIFICATIONS:

I am a lawyer, licensed to the Hanseatic Higher Regional Court, economist (controlling) and corporate strategist with more than 25 years of professional experience. After successfully passing first and second state examinations to enter the legal profession I started my career as an independent lawyer (barrister & solicitor) in Hamburg.

In 1979 I entered Flughafen Hamburg LLC as deputy director of the legal section the director of which I became in 1986; I was appointed assistant to CEOs in 1988 and director of the staff unit „corporate strategy“ in 1995, a year before the CEOs had put me in charge of the chairpersonship of the EDP-steering committee.

13. SPECIFIC FOREIGN COUNTRIES EXPERIENCE:

Ten months’ marketing and advertising project in Nêuchatel, Switzerland

14. PROFESSIONAL EXPERIENCE RECORD:

Date: from-to 1973-1979 and 1993 - to 2007 Company: Independent Lawyer Hamburg, Germany Position: barrister and solicitor

Date: from-to 1979-1986 Company: Flughafen Hamburg GmbH (Airport) Hamburg, Germany Position: Deputy Director Legal Department

297

Date: from-to 1986-1995 Company: Flughafen Hamburg GmbH (Airport) Hamburg, Germany Position: Director Legal Department

Date: from-to since 1988 (additionally to above) Company: Flughafen Hamburg GmbH (Airport) Hamburg, Germany Position: Assistant to CEO

Date: from-to since 1995 / from 2002 to 2007 as Executive Vice President Company: Flughafen Hamburg GmbH (Airport) Hamburg, Germany Position: Executive Vice President – Corporate Planning & Controlling

15. OTHER ASSIGNMENTS:

Member of Industry Advisory Committee of the Embry-Riddle College of Business, Daytona Beach, Florida; since 2007 also Adjunct, teaching Airport Management online.